Like the adjective protean (meaning versatile or mutable), the concept's name is an allusion to the shape changing abilities of the Greek god Proteus.
[1] Support for the Proteus effect comes from past research in real world scenarios that has shown how certain physical characteristics, like attractiveness and height, are often associated with more positive social and professional outcomes.
Three psychological concepts that led to the development of the Proteus effect are behavioral confirmation, self-perception theory, and deindividuation,[6] although since then further explanatory approaches and influencing factors such as priming and feedback loops through communication have been identified or proposed.
[12] A series of studies on self-perception theory that looked at changes in behavior as a result of wearing black, a color associated with negative concepts like death and evil, were influential in the development of the Proteus effect.
[1][6] In these studies by Mark G. Frank and Thomas Gilovich, participants who watched video recordings of sports rated NFL and NHL players wore black uniforms as being more aggressive.
In a 1979 study by Robert D. Johnson and Leslie L. Downing, participants were instructed to give an electric shock to research assistants while wearing either a KKK disguise or a nurse's uniform.
In a study by Jesse Fox, Jeremy N. Bailenson, and Liz Tricase, women were assigned avatars whose appearances were either highly sexualized or non-sexualized.
The researchers concluded that this finding supports the Proteus effect by demonstrating that individuals internalized the sexualized aspects of their avatar's appearance, which led to greater self-objectification.
[21] Across three studies, the results consistently showed that participants were more likely to increase their level of physical activity after observing an avatar engage in those behaviors and be rewarded for them.
[13][14][22] The results of two studies by Jorge Peña, Jeffrey T. Hancock, and Nicholas A. Merola found that attitude towards aggressive behavior in a virtual setting was increased in individuals who used avatars wearing black cloaks or clothing that resembled KKK uniforms.