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

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.