When Virtual Muscularity Enhances Physical Endurance: Masculinity Threat and Compensatory Avatar Customization Among...

Masculinity-threatened men attempt to resolve the negative states caused by the threat through compensatory behavior such as public display of muscularity, which constitutes one way in which men physically establish masculinity. Avatars serve as a key means for self-presentation in technology-mediated environments, and compensatory motives can drive avatar customization. Noting this, the present research examined whether masculinity-threatened young men engage in compensatory avatar customization and whether such customization can be self-affirming. Specifically, we conducted a laboratory experiment to investigate the effects of masculinity threat on customization of avatar muscularity and physical endurance on a task that represents behavioral self-regulation. Data from 238 male college students revealed that masculinity-threatened young men customized their avatar to have greater muscle definition than did their nonthreatened counterparts, and greater muscle definition of the customized avatar predicted greater physical endurance on a handgrip task. Furthermore, muscle definition of the customized avatar significantly mediated the relationship between masculinity threat and physical endurance. None of these effects were moderated by masculine norm conformity, which suggested that the effects overrode individual differences in the extent to which participants conformed to masculine norms and expectations. Theoretical and practical implications of these findings are discussed.