Behavioral Experiments Online?

Online experiments offer several advantages over traditional laboratory experiments. However, for reaction time experiments, precise stimulus presentation and response detection is crucial. The precision of online experiments could be compromised due to increased variance arising from varying hardware configurations among participants, lack of control over experimental conditions, and the absence of an examiner. In this study, we conducted an online experiment using the avatar-Simon task to investigate whether small differences in reaction times could be examined using online experiments conducted with the experimental toolkit PsyToolkit. In the avatar-Simon task, participants respond to the color of vertically presented stimuli in front of avatars by pressing a left or right button. Reactions are faster when the position of the stimulus, defined from the avatar's point of view, matches the position of the response. Compared to the previous laboratory experiment, we observed lower effect sizes and more timeouts but were able to replicate the avatar-Simon effect overall. Based on further distributional and reliability analyses, PsyToolkit appears to be suitable tool to detect behavioral effects in the range of tens of milliseconds. We discuss differences and similarities with the original laboratory study and suggest how to address potential problems associated with online experiments.

Virtual worlds, real opportunities: A review of marketing in the metaverse.

Metaverse, as an emerging phenomenon, presents businesses with new opportunities to create user-centered, interactive, and fully immersive products and services that transcend the boundaries of physical and digital reality. However, there is a lack of understanding among academics and business leaders regarding what the metaverse is and how it can transform the marketing landscape. By conducting a systematic literature review of 39 articles using 5W1H framework, the study enhances the comprehension of marketing in metaverse from both conceptual and managerial perspectives. The study delves into the intricacies of the metaverse, examining its components, such as 3D virtual world, avatars, interoperability, and persistency, while exploring its opportunities and challenges. Specifically, it highlights the evolution of the 4P's of marketing and their applications across diverse industries, ranging from tourism and education to retailing and beyond. The review provides a comprehensive understanding of the state-of-the-art literature. The findings of this study can guide future research on the potential of metaverse and aid managers in developing effective marketing strategies related to marketing in metaverse.

Quantifying body size estimation accuracy and body dissatisfaction in body dysmorphic disorder using a digital avatar.

BACKGROUND: A core feature of body dysmorphic disorder (BDD) is body image disturbance. Many with BDD misperceive and are dissatisfied with the sizes and shapes of body parts, but detailed quantification and analysis of this has not yet been performed. To address this gap, we applied Somatomap 3D, a digital avatar tool, to quantify body image disturbances by assessing body size estimation (BSE) accuracy and body dissatisfaction. METHODS: Sixty-one adults (31 with BDD, 30 healthy controls) created avatars to reflect their perceived current body and ideal body by altering 23 body part sizes and lengths using Somatomap 3D. Physical measurements of corresponding body parts were recorded for comparison. BSE accuracy (current minus actual) and body dissatisfaction (ideal minus current) were compared between groups and in relation to BDD symptom severity using generalized estimating equations. RESULTS: Individuals with BDD significantly over- and under-estimated certain body parts compared to healthy controls. Individuals with BDD overall desired significantly thinner body parts compared to healthy controls. Moreover, those with worse BSE accuracy had greater body dissatisfaction and poorer insight. CONCLUSION: In sum, this digital avatar tool revealed disturbances in body image in individuals with BDD that may have perceptual and cognitive/affective components.

A study on the influence of situations on personal avatar characteristics.

Avatars play a key role in how persons interact within virtual environments, acting as the digital selves. There are many types of avatars, each serving the purpose of representing users or others in these immersive spaces. However, the optimal approach for these avatars remains unclear. Although consumer applications often use cartoon-like avatars, this trend is not as common in work settings. To gain a better understanding of the kinds of avatars people prefer, three studies were conducted involving both screen-based and virtual reality setups, looking into how social settings might affect the way people choose their avatars. Personalized avatars were created for 91 participants, including 71 employees in the automotive field and 20 participants not affiliated with the company. The research shows that work-type situations influence the chosen avatar. At the same time, a correlation between the type of display medium used to display the avatar or the person's personality and their avatar choice was not found. Based on the findings, recommendations are made for future avatar representations in work environments and implications and research questions derived that can guide future research.

Examining the Proteus effect on misogynistic behavior induced by a sports mascot avatar in virtual reality.

The Proteus effect is a phenomenon found in over 60 studies where people tend to conform behaviorally to their avatars' identity characteristics, especially in virtual reality. This study extends research on the Proteus effect to consider organization-representing avatars and misogynistic behavioral outcomes. Male participants (N = 141) in a lab experiment embodied a set of pretested avatars which varied in level of association with a university mascot (i.e., color and body type) in a bespoke virtual reality simulation designed to elicit misogynistic behavior. Namely, participants were directed to place a hand on virtual agents' body parts, including the buttocks (i.e., a transgressive misogynistic act). Time delay in complying with directions to touch the agents' buttocks served as an implicit measure of resistance to this misogynistic behavior. Results suggest that within moderately masculine body-size avatar users, those who embodied a university-color-associated avatar exhibited more misogynistic behaviors (i.e., faster buttocks-touching). Unexpectedly, this effect of avatar color was not apparent within the hypermasculine body-size avatars, and within the university-associated color condition, hypermasculine body-type was associated with less misogynistic behavior. These findings suggest that organization-representing avatars may induce behavioral conformity to implicit attitudes associated with the organization, such as misogyny.

An Exploratory Study of the Potential of Online Counseling for University Students by a Human-Operated Avatar Counselor.

Recently, the use of digital technologies, such as avatars and virtual reality, has been increasingly explored to address university students' mental health issues. However, there is limited research on the advantages and disadvantages of counselors using avatars in online video counseling. Herein, 25 university students were enrolled in a pilot online counseling session with a human counselor-controlled avatar, and asked about their emotional experiences and impressions of the avatar and to provide qualitative feedback on their communication experience. Positive emotions during the session were associated with impressions of the avatar's intelligence and likeability. The anthropomorphism, animacy, likeability, and intelligent impressions of the avatar were interrelated, indicating that the avatar's smile and the counselor's expertise in empathy and approval may have contributed to these impressions. However, no associations were observed between participant experiences and their prior communication with avatars, or between participant experiences and their gender or the perceived gender of the avatar. Accordingly, recommendations for future practice and research are provided. Accumulating practical and empirical findings on the effectiveness of human-operated avatar counselors is crucial for addressing university students' mental health issues.

System Architecture for VR Yoga Therapy Platform with 6-DoF Whole-Body Avatar Tracking.

Chronic pain is a leading cause of morbidity among children and adolescents affecting 35% of the global population. Pediatric chronic pain management requires integrative health methods spanning physical and psychological subsystems through various mind-body interventions. Yoga therapy is one such method, known for its ability to improve the quality of life both physically and psychologically in chronic pain conditions. However, maintaining the clinical outcomes of personalized yoga therapy sessions at-home is challenging due to fear of movement, lack of motivation, and boredom. Virtual Reality (VR) has the potential to bridge the gap between the clinic and home by motivating engagement and mitigating pain-related anxiety or fear of movement. We developed a multi-modal algorithmic architecture for fusing real-time 3D human body pose estimation models with custom developed inverse kinematics models of physical movement to render biomechanically informed 6-DoF whole-body avatars capable of embodying an individual's real-time yoga poses within the VR environment. Experiments conducted among control participants demonstrated superior movement tracking accuracy over existing commercial off-the-shelf avatar tracking solutions, leading to successful embodiment and engagement. These findings demonstrate the feasibility of rendering virtual avatar movements that embody complex physical poses such as those encountered in yoga therapy. The impact of this work moves the field one step closer to an interactive system to facilitate at-home individual or group yoga therapy for children with chronic pain conditions.

Enhancing Resilience in Biometric Research: Generation of 3D Synthetic Face Data Using Advanced 3D Character Creation Techniques from High-Fidelity Video Games and Animation.

Biometric authentication plays a vital role in various everyday applications with increasing demands for reliability and security. However, the use of real biometric data for research raises privacy concerns and data scarcity issues. A promising approach using synthetic biometric data to address the resulting unbalanced representation and bias, as well as the limited availability of diverse datasets for the development and evaluation of biometric systems, has emerged. Methods for a parameterized generation of highly realistic synthetic data are emerging and the necessary quality metrics to prove that synthetic data can compare to real data are open research tasks. The generation of 3D synthetic face data using game engines' capabilities of generating varied realistic virtual characters is explored as a possible alternative for generating synthetic face data while maintaining reproducibility and ground truth, as opposed to other creation methods. While synthetic data offer several benefits, including improved resilience against data privacy concerns, the limitations and challenges associated with their usage are addressed. Our work shows concurrent behavior in comparing semi-synthetic data as a digital representation of a real identity with their real datasets. Despite slight asymmetrical performance in comparison with a larger database of real samples, a promising performance in face data authentication is shown, which lays the foundation for further investigations with digital avatars and the creation and analysis of fully synthetic data. Future directions for improving synthetic biometric data generation and their impact on advancing biometrics research are discussed.

The effect of different patient-based learning models on student perceptions of empathy, engagement, knowledge, and learning experience.

BACKGROUND: Problem-based learning is used widely in pharmacy and medical programmes, incorporating realistic patient scenarios into regular teaching as a way of linking theory to practice. Routine case-based learning lessons ranges from real patient involvement, scripted patient scenarios, digital simulations (avatars) as well as through media such as Zoom. The existing literature has explored the extensive benefits of using patients in clinical education, but fewer studies have directly compared the efficacy of each model as learning tools. AIM: To compare student perceptions of patient-based learning models to elicit student empathy, increase engagement, improve knowledge, and enrich learning experience. METHODS: A questionnaire was distributed to second-year pharmacy students in Swansea University to gather their perceptions on the nine different patient-based learning models in their routine teaching (SUMS RESC 2023-0011). Students were asked to rank their experience of the models explicitly against each other, based on the four pillars of (1) eliciting student empathy, (2) increasing engagement, (3) improving knowledge and (4) enriching the learning experience. Students were also asked to rate the significance of realism (i.e. knowing the patient demographics/having a visual representation of the patient) to their experience. RESULTS: Altogether, 31 student rankings of the nine learning models were weighted (9 = highest rank; 1 = lowest ranked). The data showed clear preferences for real-patient involvement over fictional cases, especially for eliciting empathy. Interestingly, scripted scenarios were rated highly for both engagement and learning experience only when avatars were involved, which suggests a role of animated visual representation of the patient in facilitating these outcomes. CONCLUSION: Whilst it is useful to have multiple patient-based learning models, this study serves as a guide for educators in preparing case-based learning sessions for achieving the desired outcomes of any of the four pillars above.

Gender Moderates the Relationship Between Avatar Customization and Enjoyment in Popular Video Games.

Using online survey methods (n = 153), this study investigates whether exposure to different levels of customization in games will increase the experiences of enjoyment, both directly and indirectly, through the experience of avatar embodiment, as well as whether these relationships are influenced by gender identity. Results indicate a positive relationship between level of exposure to customization and enjoyment for women-identified participants. These outcomes may provide insight into gendered preference in gaming, potentially providing an avenue by which to make games more inclusive to women gamers.

Virtual idol marketing: Benefits, risks, and an integrated framework of the emerging marketing field.

The marketing practice involved with virtual idols became popular, leading to the emergence of virtual idol marketing. However, there is a lack of scientific understanding of this emerging marketing field. To promote a fundamental understanding of virtual idol marketing, this study clarifies the conceptual boundary of virtual idols and provides meaningful insights into the definitions, benefits, and risks of virtual idol marketing. On this basis, this study further proposes an integrated framework established on the existing theories and research to explain the potential working mechanism of virtual idol marketing. This study can increase the accumulation of knowledge in the emerging field of virtual idol marketing, provide inspiration and decision-making assistance for brands to build connections with young consumers, especially Generation Z, and provide an avenue for future research in the field of virtual idol marketing.

Exploring the Relationship Between Attribute Discrepancy and Avatar Embodiment in Immersive Social Virtual Reality.

Social virtual reality (VR) is an emerging set of platforms where users interact while embodying avatars. Given that VR headsets track real physical movements and map them onto one's avatar body, the nature of one's digital representation is an important aspect of social VR. However, little is known about how the visual proximity of an avatar to the self shapes user experience in naturalistic, social VR environments. In this article, we use this context to explore how embodiment is influenced by the perceived differences between the physical attributes of a user and the virtual attributes of their avatar. We selected a number of attributes for this measure that have been shown to be important for customization and representation in VR. Participants created an avatar, spent time in social VR, and reported on their experience in a questionnaire. Our results demonstrate a significant negative association between attribute discrepancy and avatar embodiment, the psychological experience of one's virtual body as their own body. We discuss implications for theories of self-representation and suggest urgency on the part of games and VR designers to improve the methods of creating avatars.

Effects of avatar shape and motion on mirror neuron system activity.

Humanness is an important characteristic for facilitating interpersonal communication, particularly through avatars in the metaverse. In this study, we explored the mirror neuron system (MNS) as a potential neural basis for perceiving humanness in avatars. Although previous research suggests that the MNS may be influenced by human-like shape and motion, the results have been inconsistent due to the diversity and complexity of the MNS investigation. Therefore, this study aims to investigate the effects of shape and motion humanness in avatars on MNS activity. Participants viewed videos of avatars with four different shapes (HumanShape, AngularShape, AbbreviatedShape, and ScatteredShape) and two types of motion (HumanMotion and LinearMotion), and their µ-wave attenuation in the electroencephalogram was evaluated. Results from a questionnaire indicated that HumanMotion was perceived as human-like, while AbbreviatedShape and ScatteredShape were seen as non-human-like. AngularShape's humanity was indefinite. The MNS was activated as expected for avatars with human-like shapes and/or motions. However, for non-human-like motions, there were differences in activity trends depending on the avatar shape. Specifically, avatars with HumanShape and ScatteredShape in LinearMotion activated the MNS, but the MNS was indifferent to AngularShape and AbbreviatedShape. These findings suggest that when avatars make non-human-like motions, the MNS is activated not only for human-like appearance but also for the scattered and exaggerated appearance of the human body in the avatar shape. These findings could enhance inter-avatar communication by considering brain activity.

Single-cell profiling and zebrafish avatars reveal LGALS1 as immunomodulating target in glioblastoma.

Glioblastoma (GBM) remains the most malignant primary brain tumor, with a median survival rarely exceeding 2 years. Tumor heterogeneity and an immunosuppressive microenvironment are key factors contributing to the poor response rates of current therapeutic approaches. GBM-associated macrophages (GAMs) often exhibit immunosuppressive features that promote tumor progression. However, their dynamic interactions with GBM tumor cells remain poorly understood. Here, we used patient-derived GBM stem cell cultures and combined single-cell RNA sequencing of GAM-GBM co-cultures and real-time in vivo monitoring of GAM-GBM interactions in orthotopic zebrafish xenograft models to provide insight into the cellular, molecular, and spatial heterogeneity. Our analyses revealed substantial heterogeneity across GBM patients in GBM-induced GAM polarization and the ability to attract and activate GAMs-features that correlated with patient survival. Differential gene expression analysis, immunohistochemistry on original tumor samples, and knock-out experiments in zebrafish subsequently identified LGALS1 as a primary regulator of immunosuppression. Overall, our work highlights that GAM-GBM interactions can be studied in a clinically relevant way using co-cultures and avatar models, while offering new opportunities to identify promising immune-modulating targets.

Who Wants to (Digitally) Live Forever? The Connections That Narcissism Has with Motives for Digital Immortality and the Desire for Digital Avatars.

We examined the role that death anxiety (for self and others) and motivation for digital immortality played in the associations that narcissistic personality traits had with the desire for digital avatars (of self and others) in a sample of Israeli community members (N = 1041). We distinguished between four forms of narcissism: extraverted narcissism (characterized by assertive self-enhancement), antagonistic narcissism (characterized by defensiveness and hostility), neurotic narcissism (characterized by emotional distress), and communal narcissism (characterized by attempts to emphasize superiority over others by exaggerating communal characteristics such as being extraordinarily helpful). Our sequential parallel mediation analyses showed that narcissistic personality traits were associated with fear of death and the desire for symbolic immortality (having a digital avatar for self and others), with mainly indirect associations via fear of death and the motivation for eternal life and to be there for others. Discussion is focused on the role that fear of death and specific "defensive control" motives for having digital avatars (e.g., motivation for eternal life and to be there for others) may play in the desire for digital immortality reported by individuals with narcissistic personality traits.

Virtual and Augmented Simulations in Mental Health.

PURPOSE OF REVIEW: This examines significant trends and developments in the utilization of virtual reality (VR) and augmented reality (AR) simulations in the field of mental health and education. The objective is to gain insights into the emerging applications of VR/AR in mental health interventions and their potential impact on patient outcomes. The review also includes personal observations on the effectiveness and challenges associated with VR/AR simulations and the rise of exciting, disruptive artificial intelligence large language models. The findings of this review contribute to the understanding of the current state of VR/AR technology in mental health and highlight potential future directions in this rapidly evolving field. RECENT FINDINGS: Recent studies have shown that VR/AR simulation is an effective and promising approach for treating various anxiety disorders, including specific phobias, social anxiety disorder, and post-traumatic stress disorder (PTSD). Simulated environments can be tailored to induce provoking situations, allowing individuals to learn from and gradually confront and grow in controlled and safe environments. Recent findings in the field of virtual reality simulations in mental health indicate that VR/AR exposure therapy is effective for treating anxiety disorders, while interventions show promise in improving social skills in individuals working with patients. In a broader sense, the use of VR/AR as an educational tool shows enormous potential now that functional generative artificial intelligence (AI) is recently available.

Generation and application of avatars in pharmacometric modelling.

Simulations from population models have critical applications in drug discovery and development. Avatars or digital twins, defined as individual simulations matching clinical criteria of interest compared to observations from a real subject within a predefined margin of accuracy, may be a better option for simulations performed to inform future drug development stages in cases where an adequate model is not achievable. The aim of this work was to (1) investigate methods for generating avatars with pharmacometric models, and (2) explore the properties of the generated avatars to assess the impact of the different selection settings on the number of avatars per subject, their closeness to the individual observations, and the properties of the selected samples subset from the theoretical model parameters probability density function. Avatars were generated using different combinations of nature and number of clinical criteria, accuracy of agreement, and/or number of simulations for two examples models previously published (hemato-toxicity and integrated glucose-insulin model). The avatar distribution could be used to assess the appropriateness of the models assumed parameter distribution. Similarly it could be used to assess the models ability to properly describe the trajectories of the observations. Avatars can give nuanced information regarding the ability of a model to simulate data similar to the observations both at the population and at the individual level. Further potential applications for avatars may be as a diagnostic tool, an alternative to simulations with insurance to replicate key clinical features, and as an individual measure of model fit.

Virtual avatars as a new tool for human immunodeficiency virus prevention among men who have sex with men: a narrative review.

Background and Objective: Human immunodeficiency virus (HIV) continues to affect sexual and gender minorities, predominantly men who have sex with men (MSM). Stigma, medical mistrust, and apprehension towards discussing sexual health with one's medical provider are significant barriers in seeking or accessing preventive services. Those obstacles could be surpassed through novel digital and electronic health interventions, specifically with virtual avatar technology. Avatars are digital self-representative agents that are controlled with an interactive electronic device. Avatars allow for virtual self-immersion within infinitely customizable environments to practice skill building, fostering relationships and more, through an optional incognito approach. The objective of this narrative review is to examine recent uses of and developments in avatar technology, highlight the personalization attribute of this technology, and evaluate its strengths and limitations as a tool for HIV prevention among MSM. Methods: We reviewed recent scientific literature generated by PubMed that use virtual avatar technology in HIV prevention and treatment among populations put at risk. Articles that met the inclusion criteria were then categorized on how the avatar technology was used. Key Content and Findings: We identified eleven studies that met inclusion criteria. Avatar technology was found to create a comfortable environment for participants to address and discuss their sexual behaviors with less hesitation. Avatars can build rapport with populations put at high risk, creating an opportunity for reevaluation of their sexual behavior while assisting them in being able seek information, preventive services, or treatment for HIV or other sexually transmitted infections (STIs). Conclusions: Given the increased use of digital technology in health and prevention, avatars might be useful in sexual health education and HIV prevention among populations put at risk. The benefits and potential in utilizing this technology for HIV prevention are highlighted.

Lung cancer multi-omics digital human avatars for integrating precision medicine into clinical practice: the LANTERN study.

BACKGROUND: The current management of lung cancer patients has reached a high level of complexity. Indeed, besides the traditional clinical variables (e.g., age, sex, TNM stage), new omics data have recently been introduced in clinical practice, thereby making more complex the decision-making process. With the advent of Artificial intelligence (AI) techniques, various omics datasets may be used to create more accurate predictive models paving the way for a better care in lung cancer patients. METHODS: The LANTERN study is a multi-center observational clinical trial involving a multidisciplinary consortium of five institutions from different European countries. The aim of this trial is to develop accurate several predictive models for lung cancer patients, through the creation of Digital Human Avatars (DHA), defined as digital representations of patients using various omics-based variables and integrating well-established clinical factors with genomic data, quantitative imaging data etc. A total of 600 lung cancer patients will be prospectively enrolled by the recruiting centers and multi-omics data will be collected. Data will then be modelled and parameterized in an experimental context of cutting-edge big data analysis. All data variables will be recorded according to a shared common ontology based on variable-specific domains in order to enhance their direct actionability. An exploratory analysis will then initiate the biomarker identification process. The second phase of the project will focus on creating multiple multivariate models trained though advanced machine learning (ML) and AI techniques for the specific areas of interest. Finally, the developed models will be validated in order to test their robustness, transferability and generalizability, leading to the development of the DHA. All the potential clinical and scientific stakeholders will be involved in the DHA development process. The main goals aim of LANTERN project are: i) To develop predictive models for lung cancer diagnosis and histological characterization; (ii) to set up personalized predictive models for individual-specific treatments; iii) to enable feedback data loops for preventive healthcare strategies and quality of life management. DISCUSSION: The LANTERN project will develop a predictive platform based on integration of multi-omics data. This will enhance the generation of important and valuable information assets, in order to identify new biomarkers that can be used for early detection, improved tumor diagnosis and personalization of treatment protocols. ETHICS COMMITTEE APPROVAL NUMBER: 5420 - 0002485/23 from Fondazione Policlinico Universitario Agostino Gemelli IRCCS - Università Cattolica del Sacro Cuore Ethics Committee. TRIAL REGISTRATION: clinicaltrial.gov - NCT05802771.