The unbearable likeness of being digital: the persistence of nonverbal social norms in online virtual environments.

Every day, millions of users interact in real-time via avatars in online environments, such as massively-multiplayer online role-playing games (MMORPGs). These online environments could potentially be unique research platforms for the social sciences and clinical therapy, but it is crucial to first establish that social behavior and norms in virtual environments are comparable to those in the physical world. In an observational study of Second Life, a virtual community, we collected data from avatars in order to explore whether social norms of gender, interpersonal distance (IPD), and eye gaze transfer into virtual environments even though the modality of movement is entirely different (i.e., via keyboard and mouse as opposed to eyes and legs). Our results showed that established findings of IPD and eye gaze transfer into virtual environments: (1) male-male dyads have larger IPDs than female-female dyads, (2) male-male dyads maintain less eye contact than female-female dyads, and (3) decreases in IPD are compensated with gaze avoidance as predicted by the Equilibrium Theory. We discuss implications for users of online games as well as for social scientists who seek to conduct research in virtual environments.

Motivations for play in online games.

An empirical model of player motivations in online games provides the foundation to understand and assess how players differ from one another and how motivations of play relate to age, gender, usage patterns, and in-game behaviors. In the current study, a factor analytic approach was used to create an empirical model of player motivations. The analysis revealed 10 motivation subcomponents that grouped into three overarching components (achievement, social, and immersion). Relationships between motivations and demographic variables (age, gender, and usage patterns) are also presented.

Digital chameleons: automatic assimilation of nonverbal gestures in immersive virtual environments.

Previous research demonstrated social influence resulting from mimicry (the chameleon effect); a confederate who mimicked participants was more highly regarded than a confederate who did not, despite the fact that participants did not explicitly notice the mimicry. In the current study, participants interacted with an embodied artificial intelligence agent in immersive virtual reality. The agent either mimicked a participant's head movements at a 4-s delay or utilized prerecorded movements of another participant as it verbally presented an argument. Mimicking agents were more persuasive and received more positive trait ratings than nonmimickers, despite participants' inability to explicitly detect the mimicry. These data are uniquely powerful because they demonstrate the ability to use automatic, indiscriminate mimicking (i.e., a computer algorithm blindly applied to all movements) to gain social influence. Furthermore, this is the first study to demonstrate social influence effects with a nonhuman, nonverbal mimicker.