Paper Type
Complete
Abstract
With the rise of online activities, weight-discriminatory content has become increasingly prevalent. In real-time interactions environments like the metaverse, where users have full autonomy to create their digital avatars, distorted weight-related attitudes and beliefs can be more problematic, potentially shaping the way users represent themselves in the digital realm. Grounded in self-discrepancy theory, this study investigates how weight stigmatization influences avatar selection through compensatory strategies. Across two studies, we find that stigmatized overweight individuals are more likely to choose non-human avatars as an avoidance strategy, while they reduce their willingness to pay for luxury items, indicating a reluctance to engage in conspicuous consumption due to self-consciousness. These findings contribute to the theoretical understanding of how users manage self-discrepancy in virtual environments and offer managerial insights for platform designers to foster more inclusive digital spaces.
Paper Number
1289
Recommended Citation
Han, Selena and Boghrati, Reihane, "Exploring the Impact of Weight-Stigmatization on Avatar Selection in the Metaverse" (2025). AMCIS 2025 Proceedings. 9.
https://aisel.aisnet.org/amcis2025/vcc/vcc/9
Exploring the Impact of Weight-Stigmatization on Avatar Selection in the Metaverse
With the rise of online activities, weight-discriminatory content has become increasingly prevalent. In real-time interactions environments like the metaverse, where users have full autonomy to create their digital avatars, distorted weight-related attitudes and beliefs can be more problematic, potentially shaping the way users represent themselves in the digital realm. Grounded in self-discrepancy theory, this study investigates how weight stigmatization influences avatar selection through compensatory strategies. Across two studies, we find that stigmatized overweight individuals are more likely to choose non-human avatars as an avoidance strategy, while they reduce their willingness to pay for luxury items, indicating a reluctance to engage in conspicuous consumption due to self-consciousness. These findings contribute to the theoretical understanding of how users manage self-discrepancy in virtual environments and offer managerial insights for platform designers to foster more inclusive digital spaces.
When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.
Comments
VCC