Avatar diversity perception scale (ADPS): a new multidimensional measure for perceived human avatar diversity

Abstract

Introduction: Avatars are increasingly used as digital representations of human diversity. However, the study of how avatar diversity is perceived is complicated by significant conceptual challenges. Thus, this research seeks to engage in early theory building by developing a measure of perceived avatar diversity. Methods: Through preliminary qualitative interviews and a survey, study 1 establishes four dimensions of the perceived diversity. Study 2 provides initial validation for the factor structure via a confirmatory factor analysis. Results: Following analyses and model adjustments, the studies support a 23-item, three-dimensional structure, consisting of perceived heterogeneity (variation in avatars), diversity concerns (adverse reactions to using avatars for diversity), and context-dependent diversity (time- and community-bound nature of avatar diversity). Discussion: This scale development lays a foundation for future work investigating the antecedents and mechanisms accounting for perceived avatar diversity. Our findings offer industry practitioners actionable principles in creating avatars that are heterogenous, authentic, relatable, and dynamic for effective diversity representations.