Social and Psychological Aspects

The effect of body-scan virtual avatars on consumers’ self-perceptions and well-being

  • Hyejune PARK (Oklahoma State University)
  • Adriana Petrova (Oklahoma State University)
  • Semra - Peksoz (Oklahoma State University)


This study examines the impact of different virtual avatars on consumers' self-perceptions in online apparel shopping. Four avatar types—scanned, smooth, statistical, and measurement—were created from 3D body scans of 14 female subjects. Data collection involved inviting participants to a research lab for 3D body scanning and conducting face-to-face interviews. During interviews, subjects were presented with their avatars randomly, responding to a series of questions. Results showed varying degrees of self-discrepancy, with scanned avatars inducing higher self-discrepancy and measurement avatars eliciting the least. Preferences for minimally-clothed avatars were evenly divided, while many participants surprisingly preferred measurement avatars for fully-clothed scenarios, citing distraction from body details. Emotional reactions varied, with negative responses reduced when avatars were fully-clothed. The study recommends that apparel retailers consider consumer diversity and preferences, highlighting the potential benefits of measurement-based, fully-clothed avatars in enhancing virtual shopping experiences.

Keywords: virtual avatars, self-discrepancy, well-being, body scanning

How to Cite:

PARK, H., Petrova, A. & Peksoz, S. -., (2024) “The effect of body-scan virtual avatars on consumers’ self-perceptions and well-being”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi:



Published on
20 Jan 2024
Peer Reviewed