Under pressure: Avatar appearance and cognitive load effects on attitudes, trustworthiness, bidding, and interpersonal distance in a virtual store

Jorge Peña, Seung Chul Yoo

Research output: Contribution to journalArticlepeer-review

8 Scopus citations

Abstract

This study investigated how avatar appearance and cognitive load affect virtual interactions. Avatar salespeople dressed in black were perceived as unpersuasive and untrustworthy, and were offered less money compared to avatars in white clothes. Moreover, participants stood closer to avatars in white clothes compared to avatars dressed in black. Contrary to the traditional prediction (i.e., cognitively busy participants would trust avatars in white clothes the most but avatars in dark clothes the least), cognitively nonbusy participants expressed less trust towards avatar salespeople dressed in black instead of white clothes, while cognitively busy participants trusted both characters equally. The findings expanded current research on virtual social influence by considering the effects of the clothing color of virtual characters, along with how cognitive load and avatar appearance can modify perceived avatar trustworthiness when combined.

Original languageEnglish
Pages (from-to)18-32
Number of pages15
JournalPresence: Teleoperators and Virtual Environments
Volume23
Issue number1
DOIs
StatePublished - 2014

Fingerprint

Dive into the research topics of 'Under pressure: Avatar appearance and cognitive load effects on attitudes, trustworthiness, bidding, and interpersonal distance in a virtual store'. Together they form a unique fingerprint.

Cite this