"I feel more connected to the physically ideal mini me than the mirror-image mini me": theoretical implications of the "malleable self" for speculations on the effects of avatar creation on avatar-self connection in Wii

What are the impacts of creating an avatar replicating the actual self versus an avatar projecting the ideal self on game players' avatar-self connection? This study leveraged an avatar-creating game (Mii Channel) within a video-game console (Wii) in a controlled, randomized study. The results of a two-group comparison (actual self-priming vs. ideal self-priming) between-subjects study (N?=?76) demonstrated the significant main effect of self-priming via avatar (Mii) creation on avatar-self connection. Game players who were primed to create a Mii reflecting the ideal self felt greater avatar-self connection than those primed to create a replica Mii mirroring the actual self. Theoretical values and implications for a burgeoning body of research on the "malleable self" and the multidimensionality of the self-concept in avatar-based interactive media are discussed.