Understanding emotional bond between the creator and the avatar: Change in behavioral intentions to engage in alcohol-related traffic risk behaviors

This study examines the joint impact of an individual's relationship with his or her avatar and negative consequences to the avatar on changing the individual's behavioral intentions (BI) in terms of alcohol-impaired driving. One hundred eleven participants volunteered to participate in several experimental conditions where the degree of choice of avatar features and the degree of control of the avatar's actions were manipulated in Second Life, an immersive 3D virtual environment. Participants who were allowed to customize their avatars viewed their avatars not only more similar but also emotionally closer to themselves, and perceived their avatars to be physically more attractive than those who were assigned basic avatars. After observing a car crash caused by drunk driving, participants in the choice and control condition were more likely to change BI positively when they identified their avatars to be similar to themselves, and regarded their avatars more attractive. Furthermore, participants who were allowed to control their avatars were more likely to attribute the responsibility of the car accident to themselves than those who observed someone else's avatar playing. Implications for the use of virtual reality games in promoting healthy behaviors are discussed in detail.