Embodiments of the invention improve the ability for users of an immersive virtual environment to manage and change their avatars or avatar profiles, including their behavior, during their virtual experience. In one embodiment, a user associates each avatar or avatar profile they control or own with a task from a predetermined set of tasks or purposes. A virtual world identity manager (VWIM) may collect and evaluate data about the virtual experience of the user, including virtual environment, virtual behavior, and virtual interaction with other users. Using this information, the VWIM may assist the user with identity management, including notifying the user of an identity or behavioral mismatch, and dynamically prompting the user to change identity or behavior, and recommending appropriate identities or behaviors for the user.