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However, existing studies have focused almost exclusively on the visual appearance of avatars. Yet audio is known to influence immersion\/presence, performance, and physiological responses. We perform one of the first studies to date on avatar self-similar audio. We conducted a 2 x 3 (similar\/dissimilar x modulation upwards\/downwards\/none) study in a Java programming game. We find that voice similarity leads to a significant increase in performance, time spent, similarity identification, competence, relatedness, and immersion. Similarity identification acts as a significant mediator variable between voice similarity and all measured outcomes. 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