Neural responses to virtual avatars are shaped by user preference and personality traits

This study aimed to investigate individual differences' effects on brain activity in selected and non-selected avatars for re-engagement. The development of some applications for human-computer interaction has accelerated over the past decade. To develop a human-computer communication system using virtual avatars without losing the user's interest and attention, this study revealed differences in the neural mechanisms underlying the perception of virtual avatars between avatars with which users want to converse again (selected avatars) and those with which they do not (non-selected avatars). Forty-two individuals were recruited; they watched two videos in sequence in which each virtual avatar greeted them, and they then reported which avatars they wanted to talk to again. Meanwhile, brain activities were recorded by functional magnetic resonance imaging (fMRI). After the fMRI recording, the responses to the questionnaires regarding personality traits and avatar impressions were rated. Brain activities were compared along with the score of each personality questionnaire. The results indicated that the left middle temporal gyrus (MTG) was more active in selected compared to non-selected avatars. Furthermore, the brain activities of right superior frontal gyrus (SFG) and the left middle cingulate gyrus (MCG) had a statistically negative correlation with the score of openness in the Ten-Item Personality Inventory (TIPI) in selected avatars. These findings indicate that neural responses during brief avatar evaluation are associated with both avatar selection outcomes and individual personality differences. While these results do not permit direct inferences about specific psychological processes, they provide an insight into the neural correlates of early-stage avatar preference formation in human-computer interaction.