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Virtual Reality Experiments with Physiological Measures
Published on: August 29, 2018
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Virtual reality as a tool for environmental conservation and fundraising
Katherine M Nelson1, Eva Anggraini2, Achim Schlüter1,3
1Department of Institutional and Behavioral Economics, Leibniz ZMT - Centre for Tropical Marine Research, Bremen, Germany.
Plos One
|April 7, 2020
Summary
Virtual reality (VR) effectively boosts donations for conservation charities. Immersive 360° negative-framed videos, especially for tourists, significantly increased contributions compared to other formats.
Area of Science:
- Environmental Psychology
- Human-Computer Interaction
- Conservation Marketing
Background:
- Virtual reality (VR) shows anecdotal potential in increasing empathy and pro-environmental behavior.
- Non-profit organizations increasingly use VR for fundraising, reporting higher donations.
- Message framing (positive vs. negative) impacts behavior, but its effect on public goods contributions is debated.
Purpose of the Study:
- To investigate the impact of visual immersion (360° vs. unidirectional film) and message framing (positive vs. negative) on donations to a conservation charity.
- To assess the effectiveness of VR technology in encouraging pro-environmental behavior and financial contributions.
- To compare the effects of different VR treatments and message framings across diverse participant groups.
Main Methods:
- A 2x2 field experiment using 3D head-mounted displays with Indonesian participants (Bogor and Gili Trawangan).
- Exposure to a five-minute underwater film on coral reefs, varying in visual immersion and message framing.
- Donation opportunities post-viewing, with a control group receiving no video stimulus.
Main Results:
- Significant differences in behavior and emotions were observed across all VR treatments compared to the control.
- Among tourists, the 360° film with a negative message yielded significantly higher average donations than unidirectional films.
- VR technology, particularly immersive formats, effectively raises environmental awareness and encourages action.
Conclusions:
- Virtual reality is a powerful tool for raising awareness of environmental threats and driving behavioral change.
- Tailoring VR experiences, especially immersive negative-framed content, can significantly enhance charitable giving, particularly among specific demographics like tourists.
- Investment in new technologies like VR head-mounted displays is crucial for organizations seeking to engage audiences and promote environmental causes.
