Cited by 320Social Robot Interaction and HRIVirtual Reality Applications and ImpactsDigital Games and Media

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Avatars Versus Agents: A Meta-Analysis Quantifying the Effect of Agency on Social Influence

Fox, Jesse, Ahn, Sun Joo (Grace), Janssen, Joris H., Yeykelis, Leo, Segovia, Kathryn Y., Bailenson, Jeremy N.·2015·Human–Computer Interaction

DOI 10.1080/07370024.2014.921494

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Abstract

Existing research has investigated whether virtual representations perceived to be controlled by humans (i.e., avatars) or those perceived to be controlled by computer algorithms (i.e., agents) are more influential. A meta-analysis (N = 32) examined the model of social influence in virtual environments (Blascovich, 2002) and investigated whether agents and avatars in virtual environments elicit different levels of social influence. Results indicated that perceived avatars produced stronger responses than perceived agents. Level of immersion (desktop vs. fully immersive), dependent variable type (subjective vs. objective), task type (competitive vs. cooperative vs. neutral), and actual control of the representation (human vs. computer) were examined as moderators. An interaction effect revealed that studies conducted on a desktop that used objective measures showed a stronger effect for agency than those that were conducted on a desktop but used subjective measures. Competitive and cooperative tasks showed greater agency effects than neutral tasks. Studies in which both conditions were actually human controlled showed greater agency effects than studies in which both conditions were actually computer controlled. We discuss theoretical and design implications for human–computer interaction and computer-mediated communication.

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Authors: Fox, J., Ahn, S. J. (., Janssen, J. H., Yeykelis, L., Segovia, K. Y., & Bailenson, J. N.
Affiliations: The Ohio State University (US)
University of Georgia (US)
Eindhoven University of Technology (NL)
Stanford University (US)
ORCID: Fox, Jesse
Ahn, Sun Joo (Grace)
Janssen, Joris H.
Bailenson, Jeremy N.
Venue: Human–Computer Interaction
Publisher: Informa UK Limited
Published: 2014-05-12
Volume: 30
Issue: 5
Pages: 401-432
ISSN: 0737-0024 (ISSN-L)
1532-7051
DOI: 10.1080/07370024.2014.921494
OpenAlex: W1964044925
Cited by: 320
References: 94
Citations by year: 2026: 24 · 2025: 40 · 2024: 44 · 2023: 51 · 2022: 34 · 2021: 31 · 2020: 27 · 2019: 18 · 2018: 15 · 2017: 18 · 2016: 9 · 2015: 8 · 2014: 1
FWCI: 1.71
Type: journal article
Language: en
Open access: closed
Locations: Human-Computer Interaction (publishedVersion)
Funders: NSF (0966838)
Topics: Social Sciences › Psychology › Social Psychology › Social Robot Interaction and HRI
Physical Sciences › Computer Science › Human-Computer Interaction › Virtual Reality Applications and Impacts
Social Sciences › Sociology and Political Science › Digital Games and Media
Keywords: social influence, avatars, computational agents, perceived agency, virtual worlds, immersion, computer-mediated communication

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Avatars Versus Agents: A Meta-Analysis Quantifying the Effect of Agency on Social Influence

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