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

Area of Science:

• Neuroscience
• Human-Computer Interaction
• Cognitive Science

Background:

• Human-computer interaction (HCI) increasingly utilizes virtual avatars.
• Understanding user engagement with avatars is crucial for developing effective communication systems.
• Neural mechanisms of avatar preference formation remain underexplored.

Purpose of the Study:

• Investigate individual differences in brain activity related to selecting virtual avatars for re-engagement.
• Identify neural correlates distinguishing between preferred (selected) and non-preferred (non-selected) avatars.
• Examine the association between personality traits and neural responses during avatar evaluation.

Main Methods:

• Functional magnetic resonance imaging (fMRI) recorded brain activity in 42 participants.
• Participants viewed virtual avatars and indicated their preference for future interaction.
• Personality traits were assessed using the Ten-Item Personality Inventory (TIPI).

Main Results:

• The left middle temporal gyrus (MTG) showed significantly higher activation for selected avatars compared to non-selected avatars.
• Brain activity in the right superior frontal gyrus (SFG) and left middle cingulate gyrus (MCG) negatively correlated with openness scores (TIPI) for selected avatars.
• Neural responses during initial avatar assessment are linked to both avatar choice and individual personality.

Conclusions:

• Neural activity patterns differentiate between avatars users wish to re-engage with and those they do not.
• Individual personality traits, specifically openness, influence neural responses associated with avatar preference.
• Findings offer insights into the neural basis of early-stage avatar preference in HCI.