Experiencing herd immunity in virtual reality increases COVID-19 vaccination intention: Evidence from a large-scale field intervention study
Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt
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Experiencing herd immunity in virtual reality increases COVID-19 vaccination intention : Evidence from a large-scale field intervention study. / Plechatá, Adéla; Vandeweerdt, Clara; Atchapero, Michael; Luong, Tiffany; Holz, Christian; Betsch, Cornelia; Dietermann, Bonnie; Schultka, Yori; Böhm, Robert; Makransky, Guido.
I: Computers in Human Behavior, Bind 139, Nr. 107533, 107533, 17.10.2022.Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt
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TY - JOUR
T1 - Experiencing herd immunity in virtual reality increases COVID-19 vaccination intention
T2 - Evidence from a large-scale field intervention study
AU - Plechatá, Adéla
AU - Vandeweerdt, Clara
AU - Atchapero, Michael
AU - Luong, Tiffany
AU - Holz, Christian
AU - Betsch, Cornelia
AU - Dietermann, Bonnie
AU - Schultka, Yori
AU - Böhm, Robert
AU - Makransky, Guido
PY - 2022/10/17
Y1 - 2022/10/17
N2 - This study investigates the impact of an immersive virtual reality (VR) simulation of herd immunity on vaccination intentions and its potential underlying mechanisms. In this preregistered field study, N = 654 participants were randomly assigned to one of the three VR conditions: (1) Gamified Herd Immunity; (2) Gamified Herd Immunity + Empathy (with additional narrative elements); (3) Control (gamified with no vaccination-related content). In the Gamified Herd Immunity simulation, participants embodied a vulnerable person and navigated a wedding venue trying to avoid getting infected. A total of 455 participants with below maximum intentions to take a novel vaccine and without severe cybersickness were analyzed. The Gamified Herd Immunity + Empathy and the Gamified Herd Immunity conditions increased vaccination intentions by 6.68 and 7.06 points on a 0–100 scale, respectively, compared to 1.91 for the Control condition. The Gamified Herd Immunity + Empathy condition enhanced empathy significantly more than the Gamified Herd Immunity condition but did not result in higher vaccination intentions. Experienced presence was related to the change in vaccination intentions. The results suggest that VR vaccination communication can effectively increase vaccination intentions; the effect is not solely due to the technological novelty and does not depend on empathy.
AB - This study investigates the impact of an immersive virtual reality (VR) simulation of herd immunity on vaccination intentions and its potential underlying mechanisms. In this preregistered field study, N = 654 participants were randomly assigned to one of the three VR conditions: (1) Gamified Herd Immunity; (2) Gamified Herd Immunity + Empathy (with additional narrative elements); (3) Control (gamified with no vaccination-related content). In the Gamified Herd Immunity simulation, participants embodied a vulnerable person and navigated a wedding venue trying to avoid getting infected. A total of 455 participants with below maximum intentions to take a novel vaccine and without severe cybersickness were analyzed. The Gamified Herd Immunity + Empathy and the Gamified Herd Immunity conditions increased vaccination intentions by 6.68 and 7.06 points on a 0–100 scale, respectively, compared to 1.91 for the Control condition. The Gamified Herd Immunity + Empathy condition enhanced empathy significantly more than the Gamified Herd Immunity condition but did not result in higher vaccination intentions. Experienced presence was related to the change in vaccination intentions. The results suggest that VR vaccination communication can effectively increase vaccination intentions; the effect is not solely due to the technological novelty and does not depend on empathy.
KW - Faculty of Social Sciences
KW - Vaccine hesitancy
KW - Herd immunity
KW - Virtual reality
KW - Coronavirus
KW - COVID-19
KW - Vaccine advocacy
U2 - 10.1016/j.chb.2022.107533
DO - 10.1016/j.chb.2022.107533
M3 - Journal article
C2 - 36277032
VL - 139
JO - Computers in Human Behavior
JF - Computers in Human Behavior
SN - 0747-5632
IS - 107533
M1 - 107533
ER -
ID: 322803486