The Creative Proteus Effect: How Self-Similarity, Embodiment, and Priming of Creative Stereotypes with Avatars Influences Creative Ideation
de Rooij,Alwin van der Land,Sarah
de Rooij,Alwin
van der Land,Sarah
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.
Description
Date
2017
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Volume Title
Publisher
ACM Press
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Keywords
Creativity, idea generation, avatars, virtual environments, virtual reality, self-similarity
Citation
de Rooij, A & van der Land, S 2017, The Creative Proteus Effect : How Self-Similarity, Embodiment, and Priming of Creative Stereotypes with Avatars Influences Creative Ideation. in Proceedings of the 2017 ACM SIGCHI Conference on Creativity and Cognition. ACM Press, pp. 232-236, 2017 ACM SIGCHI Conference on Creativity and Cognition, Singapore, Singapore, 27/07/17. < http://www.alwinderooij.com/publications/de_rooij_2017_creative_proteus.pdf >
License
info:eu-repo/semantics/restrictedAccess