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The Proteus effect in autistic people: Impact on wellbeing and self-esteem

Doctoral Training Grant Funding Information

This funding model includes a 36 month fully funded PhD Studentship, set in-line with the Research Council values. For 2025/6, this will be £20,780 per year. The tax-free stipend will be paid monthly. This PhD Studentship also includes a Full-Time Home Fee Scholarship for up to 3 years. The funding is subject to your continued registration on the research degree, making satisfactory progression within your PhD, as well as attendance on and successful completion of the Postgraduate Certificate in Research Practice. 

All applicants will receive the same stipend irrespective of fee status.

Application Closing Date:
Midday (UK Time) on Wednesday 16th April 2025 for a start date of the 1st September 2025.

How to Apply

To apply, please follow the below steps:

  1. Complete the BCU Online Application Form here: Social Sciences PhDs.
  2. Complete the Doctoral Studentship Proposal Form in full, ensuring that you quote the project ID. You will be required to upload your proposal in place of a personal statement on the BCU online application form.
  3. Upload two references to your online application form (at least one of which must be an academic reference).
  4. Upload your qualification(s) for entry onto the research degree programme. This will be Bachelor/Master’s certificate(s) and transcript(s).
  5. International applicants must also provide a valid English language qualification. Please see the list of English language qualifications accepted here. Please check the individual research degree course page for the required scores.

Frequently Asked Questions

To help support you to complete your application, please consult the frequently asked questions below:

If your question is not answered above and you need any further information, please use the contact details below: 

- For enquiries about the project content, please contact: Chris.fullwood@bcu.ac.uk 

- For enquiries about the application procedure, please contact: research.admissions@bcu.ac.uk

Project title: The Proteus effect in autistic people: Impact on wellbeing and self-esteem

Project lead: Dr Chris Fullwood

Project ID: 44026904

Project description:

This project seeks to investigate whether playing as different types of avatars in video games can improve the confidence, self-esteem, and mental health of adults with autism. It builds on the “Proteus effect,” a psychological phenomenon where embodying avatars influences real-world attitudes and behaviours. For example, studies have shown that people using taller or more attractive avatars in games are more confident and assertive, even outside the virtual environment. 

Autistic individuals, who often face challenges with social interaction and self-esteem, may benefit from this effect. Recent research suggests that the Proteus effect occurs in autistic players, but little is known about how it works across different levels of support needs or whether it can lead to long-term improvements in well-being and self-esteem.  

This project will use the video game The Sims 4 to explore three key questions: 

1. Does the Proteus effect occur consistently in autistic individuals with varying levels of support needs? 

2. Does the effect strengthen when an avatar’s gender aligns with the player’s gender? 

3. Can repeated use of attractive avatars improve self-esteem and mental health over time?  

Through three experiments, participants will embody avatars with different appearances and genders. They will complete virtual and real-world tasks designed to measure confidence and self-perceptions. A longer-term study will explore whether sustained use of aspirational avatars improves self-esteem and mental health. 

By advancing our understanding of the Proteus effect in autism, this research could lead to innovative, game-based interventions to support confidence, self-esteem, and mental well-being for autistic individuals. 

Anticipated findings and contribution to knowledge:

The proposed research is anticipated to provide further support that the Proteus effect operates in autistic individuals, demonstrating its potential as a tool for improving self-esteem and wellbeing. We expect that autistic participants embodying attractive avatars will exhibit increased confidence in both virtual and real-world tasks, regardless of their level of support needs. The findings are also expected to confirm that the Proteus effect is robust across diverse autistic populations, addressing gaps in the literature. 

Additionally, this research is expected to reveal that gender-aligned avatars will serve to enhance the Proteus effect by increasing comfort and identification with the avatar, leading to greater improvements in confidence and task performance. A longitudinal experiment may further demonstrate that sustained exposure to positive, aspirational avatars will result in more prolonged impacts to self-esteem and wellbeing, an important outcome for autistic individuals who, compared to the neurotypical population, face challenges with self-esteem and poorer mental health outcomes. 

This research is expected to make a substantial contribution to knowledge by extending the Proteus effect framework to autistic people, a population underrepresented in this field of research. It will highlight the potential of video games, such as The Sims 4, to serve as accessible and customisable interventions to support autistic individuals with wellbeing and self-confidence. We expect the findings to advance understanding of how digital tools can be used to foster positive behavioural and psychological changes and inform the development of innovative therapies aimed at improving the well-being and social confidence of adults with autism.

Person specification:

Applicants should, as a minimum, have an Upper Second-Class undergraduate degree in Psychology or a related field, but preferably a First-Class undergraduate degree or a Master’s distinction in Psychology or a related field. Strong statistical skills, research experience, and an interest in Cyberpsychology will also be an advantage. 

International applicants must also provide a valid English language qualification, such as International English Language Test System (IELTS) or equivalent with an overall score of 6.5 with no band below 6.0.