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This study evaluated whether the metacognitive model of desire thinking, with the addition of the Proteus Effect (i.e. the behavioural transformation of a gamer based on their avatar characteristics), contributes to problematic gaming behaviour. The research project was conducted using an online survey and quantitative research methodology. Inclusion criteria specified the research sample ( N  = 374) had to be ≥ 18 years and playing the same video game for a minimum of 12 months. The interactions among variables were examined by testing the fit of the proposed model using path analysis. Results indicated the Proteus Effect was directly associated with all variables of the metacognitive model of desire thinking, suggesting the unconscious alteration of behaviour includes desire-related cognitions, impacting self-concept. Of note, the Proteus Effect was negatively associated with problematic gaming, possibly indicating a priortisation of avatar self-concept over player self-concept. These findings support the influence a player’s avatar may have on perpetuating problematic cognitions and behaviour. Furthermore, results supported the interaction of the metacognitive model of desire thinking regarding problematic gaming, aligning with other addictive behaviours. However, limitations of causality, self-report bias, and game genre underscore areas for further research.

Problematic gaming: the role of desire thinking, metacognition, and the Proteus Effect