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Under Pressure: Avatar Appearance and Cognitive Load Effects on Attitudes, Trustworthiness, Bidding, and Interpersonal Distance in a Virtual Store

Title
Under Pressure: Avatar Appearance and Cognitive Load Effects on Attitudes, Trustworthiness, Bidding, and Interpersonal Distance in a Virtual Store
Authors
Pena, JorgeYoo, Seung-Chul
Ewha Authors
유승철
SCOPUS Author ID
유승철scopus
Issue Date
2014
Journal Title
PRESENCE-TELEOPERATORS AND VIRTUAL ENVIRONMENTS
ISSN
1054-7460JCR Link

1531-3263JCR Link
Citation
PRESENCE-TELEOPERATORS AND VIRTUAL ENVIRONMENTS vol. 23, no. 1, pp. 18 - 32
Publisher
MIT PRESS
Indexed
SCIE; SCOPUS WOS
Document Type
Article
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.
DOI
10.1162/PRES_a_00166
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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