# Beyond the pixelated mirror: Understanding avatar identity and its impact on in-game advertising...

## Overview

**Authors:** Kyle Coble, Jay Ratican, James Hutson

**Publication Date:** 2023

**Link:** <https://digitalcommons.lindenwood.edu/cgi/viewcontent.cgi?article=1593&context=faculty-research-papers>

**Keywords:** Avatar identity, consumer behavior, digital environments, self-representation, in-game advertising, age differences, virtual consumerism, AI personalization, digital marketing, online influence

**Type:** Peer-Reviewed Journals/White Papers

## Summary

This article explores how avatar identity influences consumer behavior in digital environments, highlighting age-related differences in self-representation and responsiveness to in-game advertising. It emphasizes the growing role of avatars in digital consumerism and calls for further research on their impact across platforms and AI-driven personalization.