If you are not looking at self-awareness, then what is it you are looking for? Researchers may be able to help you if you identify what it is you want rather than what it is you do not want. Maybe the following will be helpful:
Kim, J., & Park, H. S. (2011). The effect of uniform virtual appearance on conformity intention: Social identity model of deindividuation effects and optimal distinctiveness theory. Computers in Human Behavior, 27(3), 1223-1230.
Prentice-Dunn, S., & Rogers, R. W. (1982). Effects of public and private self-awareness on deindividuation and aggression. Journal of Personality and Social Psychology, 43(3), 503.