Social cognition and Metaverse: understanding and disposition towards Human Digital Twins

Metaverse refers to a digital universe more complex than VR, where the virtual world coexists with the real one. In this symmetrical reality (SR), actions are directed to synchronized digital representations of real-world objects (digital twins, DT). In line with applications concerned with the potential of flagship stores (Decentraland, 2022), our study focuses on the fashion domain with the goal of investigating the interaction between Bodily Agents and Digital Others. When selling a garment, the salesperson must understand the customer's concrete request but also the psychological one, feeling comfortable with the interaction. We assessed the modulation by 3 different human DTs: natural likeness and voice; artificial voice; artificial likeness (Artec3D Eva) and voice (AA). Besides the ability of the participants (students, clerks) to meet the request, and their possible collaborative attitude towards the digital interaction, we examined the spontaneity of the interplay. While the understanding of the need and the willingness to satisfy it in SR were not affected by the type of DT, the reported naturalness was penalized for AA. The implications for a digital transformation oriented to smart societies will be discussed, suggesting the implementation of human-centered paradigms.