What is Critical Concern? Validation of the Player-Avatar Interaction Model

Scholarly insight that player-avatar relations range from unity to resembling human-to-human interactions has prompted research into the dynamics behind this variability. The player-avatar interaction model (PAX) and its corresponding measure, the common player-avatar interaction scale (cPAX), were recently developed to describe these relational dynamics; however, until now, they have not been independently evaluated. Thus, our study aimed to test cPAX’s dimensionality and reliability in a separate sample and investigate the functioning of PAX’s critical concern dimension due to inconsistent findings about its relationship to perceived avatar sociality. Using a cross-sectional survey of 398 World of Warcraft players, we conducted confirmatory factor analysis on cPAX, assessed the internal consistency of its four subscales, and examined the relationships between PAX dimensions and sense of presence. Our results supported the four-factor cPAX model, demonstrating strong reliability for relational closeness, anthropomorphic autonomy, and critical concern subscales, while sense of control showed minimally acceptable reliability. Contrary to our hypothesis, critical concern positively correlated with sense of presence, suggesting it reflects players’ desire for coherence in avatars’ stories and worlds rather than their plausibility or realism. Consequently, we interpret critical concern as distinct from its empirical origin, suspension of disbelief, with evidence indicating that both phenomena may enhance sense of presence and are involved in narrative and social aspects of gaming. Overall, our findings support the suitability of PAX and cPAX for applied research while emphasizing the need for continued attention to reliability of sense of control measures and to the role of critical concern in gaming.