When Virtual Muscularity Enhances Physical Endurance: Masculinity Threat and Compensatory Avatar Customization Among Young Male Adults

Abstract 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 ...