Does virtual reality help to cut the Gordian knot between ecological validity and experimental control?. Issue 3 (2nd July 2020)

• Record Type: Journal Article
• Authors: Kothgassner, Oswald D.; Felnhofer, Anna
• Is Part Of: Annals of the International Communication Association. Volume 44:Issue 3(2020)
• Page Start: 210
• Page End: 218
• Publication Date: 2020-07-02
• Subjects: Ecological validity -- experimental control -- virtual reality -- social presence -- agency; Communication -- Periodicals; 302.205
• DOI: 10.1080/23808985.2020.1792790
• Languages: English
• ISSNs: 2380-8985

Abstract

ABSTRACT: The proliferation of Virtual Reality (VR) over the past decades has introduced a tool to research that holds the promise of providing a means to overcoming drawbacks of traditional experimental and assessment methods in social sciences. By stimulating multiple sensory channels and displaying dynamic contexts, it fosters responses comparable to real-life responses whilst maintaining experimental rigor and standardization. This paper discusses advantages of VR over traditional paradigms and debunks the underlying mechanisms which account for true-to-life reactions to virtual environments In contrast to virtual environments devoid of social cues, implementing social interactions in experiments, poses a demanding challenge. Therefore, we introduce a novel process model as an explanation for participants' different reactions to virtual entities depending on their agency.