Avatar-based self-influence in text-based CMC was examined through the lens of self-perception theory and the Proteus effect. Avatar embodiment is discussed as a moderator for the Proteus effect, as well as the need for inducing this embodiment in experimental studies in order to observe evidence of the Proteus effect. Two possible methods for inducing embodiment are tested along with a proposed model for the Proteus effect in social media environments. Significance in this study was found for main effect of a familiarity task on perceptions of avatar embodiment, an interaction effect of avatar embodiment and avatar condition on aggressive behavior, and an unpredicted main effect of embodiment on aggressive attitude. Results are discussed as are possible explanations for the observed effect of embodiment on aggression.
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