Examining the Proteus effect on misogynistic behavior induced by a sports mascot avatar in virtual reality.

The Proteus effect is a phenomenon found in over 60 studies where people tend to conform behaviorally to their avatars' identity characteristics, especially in virtual reality. This study extends research on the Proteus effect to consider organization-representing avatars and misogynistic behavioral outcomes. Male participants (N = 141) in a lab experiment embodied a set of pretested avatars which varied in level of association with a university mascot (i.