The Effect of Image Features on Judgments of Homophily, Credibility, and Intention to Use as Avatars in Future Interactions

Avatar characteristics influence the perception of the people they represent in a process that is remarkably similar to the way physical bodies influence person perception offline. This is consistent with the Social Responses to Computer Technologies model, which argues that people respond similarly to computers and people as long as sources are perceived to be intelligent. Similarly, Information Processing Theory suggests that the viewers apply the same evaluation sequences to nearly all sources and that more processing resources are allocated to perceiving an entity with social potential. To address the extent to which static avatars are perceived to be intelligent and human like, or have social potential, participants (N = 261) each evaluated a random set of 10 images as potential avatars. The avatars varied with respect to level of computer manipulation, visible indicators of masculinity, and anthropomorphism (having human characteristics). Results confirm that even static avatars are anthropomorphized and that visual characteristics influence perceptions of the avatars. Level of computer manipulation, masculinity, and anthropomorphism all influence perceived levels of realism, competence, and the sense of homophily with the avatar. The implications of these results for theory, future research, and for users and designers of communication systems are discussed.

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