The Creative Proteus Effect: How Self-Similarity, Embodiment, and Priming of Creative Stereotypes with Avatars Influences Creative Ideation

Alwin de Rooij, Sarah van der Land

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

11 Citations (Scopus)

Abstract

Creative ideation can be enhanced in 3D virtual environments by manipulating the appearance of a user’s avatar so that it primes a creative stereotype. However, not much is known about the factors that influence the effectiveness of using avatars to enhance creativity. In this study we investigate experimentally whether the degree to which users identify with their avatar moderates their actual ability to generate creative ideas. The results suggest that a non-creative avatar (office worker stereotype) diminishes creativity, but our creative avatar (artist stereotype) does not augment creativity. The similarity in appearance between the user and its avatar positively moderates, whereas its perceived embodiment with the avatar negatively moderates the ability to generate creative ideas. However, the study also suggests that self-similarity might be an even more effective way to support creative ideation than priming creative stereotypes. Therefore, this study (i) contributes that self-similarity and embodiment moderate the effectiveness of using an avatar to prime creative stereotypes to enhance creative ideation, and (ii) points toward a novel way to enhance creative ideation in virtual environments, by using avatars that look just like yourself.
Original languageEnglish
Title of host publicationProceedings of the 2017 ACM SIGCHI Conference on Creativity and Cognition
PublisherACM Press
Pages232-236
Publication statusPublished - 2017
Event2017 ACM SIGCHI Conference on Creativity and Cognition - National Gallery of Singapore, Singapore, Singapore
Duration: 27 Jul 201730 Jul 2017
http://cc.acm.org/2017/

Conference

Conference2017 ACM SIGCHI Conference on Creativity and Cognition
CountrySingapore
CitySingapore
Period27/07/1730/07/17
Internet address

Keywords

  • Creativity
  • idea generation
  • avatars
  • virtual environments
  • virtual reality
  • self-similarity

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