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.