The phenomenon whereby users’ cognition and behavior are altered through avatar embodiment—commonly referred to as the Proteus effect [1]—has been extensively studied. However, prior research has predominantly focused on the effects of ready-made avatars experimenters have designed. In contrast, this study explores the psychological effects of personal avatars—those that users customize for the purpose of interacting with others. Specifically, we examine how different forms of self-projection onto personal avatars (i.e., projection of the real self vs. the ideal self) influence changes in users’ self-perception during avatar embodiment. Our findings indicate that using personal avatars can induce shifts in self-perception. Moreover, the type of self projected onto the avatar significantly modulates the direction and magnitude of these changes. Finally, the results suggest that the timing of avatar use (i.e., whether users view their real selves before or after avatar embodiment) also plays a critical role in shaping self-perceptual outcomes.