focused on three overlapping aspects that influence users' perceptions of the social potential of avatars: agency, anthropomorphism, and realism. According to researchers K. L. Novak and J. Fox, researchers must differentiate perceived agency (whether an entity is perceived to be human), anthropomorphism (having human form or behavior), identomorphism (how much the form of the avatar resembles the player), and realism (the perceived viability of something realistically existing). Perceived agency influences people's responses in the interaction regardless of who or what is actually controlling the representation. An earlier meta-analysis of studies comparing agents and avatars found that both agency and perceived agency mattered: representations controlled by humans were more persuasive than those controlled by bots, and representations believed to be controlled by humans were more persuasive than those believed to be controlled by bots. Additionally, researchers have investigated how anthropomorphic representations influence communicative outcomes and found that more human-like representations are judged more favorably; people consider them more attractive, credible, and competent. Higher levels of anthropomorphism also lead to higher involvement, social presence, and communication satisfaction. Moreover, people communicate more naturally with more anthropomorphic avatars. Anthropomorphism is also tied to social influence, as more human-like representations can be more persuasive. For the Harvard Business Review, Paul Hemp analysed the effects of avatars on real-world business. He focuses on the game "Second Life", demonstrating that the creators of virtual avatars are willing to spend real money to purchase goods marketed solely to their virtual selves. Representation of identity The Journal of Computer-Mediated Communication published a study of the reactions to certain types of avatars by a sample group of human users. The results showed that users commonly chose avatars which were humanoid and matched their gender. The conclusion was that in order to make users feel more "at home" in their avatars, designers should maximise the customizability of visual criteria common to humans, such as skin and hair color, gender, hair styles and height. Researchers at York University studied whether avatars reflected a user's real-life personality. Student test groups were able to infer upon extraversion, agreeableness, and neuroticism, but could not infer upon openness and conscientiousness. Researchers have also studied avatars that differ from real-life identity. Sherry Turkle described a middle-aged man who played an aggressive, confrontational female character in his online communities, displaying personality traits he was embarrassed to display in the offline world. Research by Nick Yee of the Daedelus