I Enjoy Being Mii: How Knowing Yourself Impacts Avatar Enjoyment

Often, consumers assemble avatars to resemble themselves. However, avatars often fail to fully capture all aspects of their creator, resulting in “poor copy syndrome,” lowering enjoyment. In one provocative study, we find that, contingent on one’s self-concept clarity, perceived personality similarity between the creator and their avatar impacts avatar enjoyment.


Emma Neybert and Rashmi Adaval (2020) ,"I Enjoy Being Mii: How Knowing Yourself Impacts Avatar Enjoyment", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1189-1189.


Emma Neybert, University of Cincinnati, USA
Rashmi Adaval, University of Cincinnati, USA


NA - Advances in Consumer Research Volume 48 | 2020

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