Does avatar identification make unjustified video game violence more morally consequential?

Abstract

ABSTRACT Video games can be morally consequential, with immoral in-game behavior affecting moral outcomes, but less is known about what may amplify these effects. Avatar identification is one potential moderator. We integrated three lines of research on moral disengagement, moral foundations, and avatar identification to conceptually replicate and extend previous studies on video games and morality. We used a 2 (justification: unjustified vs. justified violence) x 2 (avatar: high vs. low identification) between-participants experiment with guilt, moral cleansing, and post-play sacredness of the care and fairness foundations as moral outcomes. Participants (N = 233) also completed measures of morally-relevant traits before gameplay. Participants felt guiltier after unjustified (vs. justified) violence. People with high trait levels of care foundation salience and personal distress also felt guiltier. Unjustified (vs. justified) violence did not affect the other moral outcomes. Avatar identification did not moderate the effects of unjustified violence, but this is likely because participants identified less with their avatars after engaging in unjustified violence. This unexpected effect suggests that players distance themselves from immoral avatars. Theoretical implications are discussed.