To provide an avatar control system for controlling an avatar of a user so that the avatar indicates a response corresponding to the preference or a characteristic of the user to given information without the designation of the motion or an expression of the avatar by the user.

The avatar control system includes: a management means holding interest data of the user; a control means notifying a decision means about input perception data of the user, acquiring an interest value of the user to the perception data of the user from the decision means, and controlling the motion and/or the expression of the avatar of the user based on the interest value of the user; and the decision means calculating the interest value of the user to the perception data based on the perception data of the user notified from the control means and the interest data of the user held by the management means.