Understanding emotional bond between the creator and the avatar: Change in behavioral intentions to engage in alcohol-related traffic risk behaviors

Ho-Kyung Kim, Sei-Hill Kim
2016 Computers in Human Behavior  
DEDICATION I dedicate this dissertation to my wonderful family, especially to my supportive and thoughtful parents who have shown me many ways to enjoy challenges and overcome difficulties, and to my irresistibly warm sisters and brother who traveled thousand miles only to see me. I must also thank my precious nephews who make our lives like heaven on earth. Finally, I dedicate this work to my grandmother who watches us in a peaceful place. Her pray and encouragement make me to appreciate the
more » ... lues of learning and continue the pursuit of academic excellence. iv ACKNOWLEDGEMENTS Through this long process of completing my dissertation, I've gradually learned how to be a good, responsible scholar. I could not achieve this opportunity if there was no support from my chair, Dr. Seihill Kim. With his guidance, I could have been encouraged to enjoy rewriting my dissertation. I have often faced unexpected problems and he always suggests thoughtful solutions. My generous committees, Drs. Carol J. Pardun, Erik L. Collins, and Kendra Albright have helped me to pursue looking at various perspectives and extend my narrow understanding. Their strong, constant supports keep leading me not losing my direction. My mentor from Psychology, Dr. Keith E. Davis has taught me how to enjoy an arduous, endless learning journey. Warm memories I have shared with him always push me to continue searching amusement of education. My former advisor, Dr. Cheryl Harris has showed me how to be a strict and generous academic. She kindly cheers me up and enforces me to profoundly think the meanings of studies. My former advisors in South Korea, Dr. Byoung-Gil Kim and Dr. Tai-Young Kang have encouraged me to be a respectful researcher with a warm heart. Their guidance influences building my own teaching philosophy. My parents have generously waited me to complete this work. I was able to tolerate all the difficulties because of their unchanged trust. My older sister, Mrs. Sun-A Kim holds her confidence in me all the time. Last, but not least, I appreciate my participants who were asked for more than 2 hours of time, spread over 2 sessions. With all the warm support and encouragement, I finally achieved my goal and I will continue my learning journey. v ABSTRACT The present study examines the joint impact of relationship with one's avatar and negative consequences to the avatar on changing behavioral intentions (CBI) in terms of alcohol-impaired driving. Avatars are users' visual self-representation in a virtual world, and play a major role to build the users' digital identity. One hundred eleven participants volunteered to participate in several experimental conditions where the degree of choice of avatar features and the degree of active control of the avatar were manipulated in Second Life, an immersive 3D virtual environment. Participants who were allowed to customize their avatar viewed their avatar more similar and emotionally close to themselves and more physically attractive than those who were assigned a basic avatar. Participants in the choice and control condition were more likely to change BI positively when they identified their avatar as similar to themselves and viewed their avatar as more attractive. After observing the car accident due to an intoxicated driver, in the choice and control condition, participants' higher alcohol consumption and negative driving experience while intoxicated were positively associated with the degree of relationship with their avatar, and influenced participants' willingness to change BI positively. Participants who were allowed to control their avatar were more likely to attribute the responsibility of the car crash to themselves than those who observed someone else's avatar playing. Participants who felt distressed about the car crash also blamed their avatar and themselves for the accident. Implications for the use of virtual reality games in promoting healthy behaviors are discussed in detail.
doi:10.1016/j.chb.2016.03.092 fatcat:i4hqo6mqxfatzephylsotygyh4