Year: 2025
Type: article
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.
Authors: Han, Selena, Boghrati, Reihane
Institution: Arizona State University
Language: English
Topic: Obesity and Health Practices
Subfield: Pharmacy
Field: Health Professions
Domain: Health Sciences
Open Access status: green
OpenAlex ID: W7009809588
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