VIRTUAL REALITY RESEARCH
How does virtual reality impact our cognition and behavior?
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EXECUTIVE SUMMARY
In virtual reality auditive and visual observance are completely shut off from the outside world and the virtual
environment is presented to our senses in such a way that we experience it as if we were really there.
Our research draws attention to these unique features of virtual reality and compares the cognitive and behavioral
effects of watching virtual reality with that of a two-dimensional (2D) video. To that extent, we invited more than 100
people to our office to participate in our research. The participants were placed in two different subgroups: the first
subgroup watched two videos in virtual reality (VR), the second subgroup watched the same videos on a television
screen (in 2D). We asked participants to answer questions about the way they perceived the videos.
Differences in perception, cognition and possible behavior were measured by dividing the questions into five
different categories: immersion/presence, storytelling, personal impact, empathy and intentional prosocial behavior.
It was found that a virtual reality experience is perceived as significantly more immersive than a 2D video and increases
the sense of presence, it has high potential for more compelling storytelling and positively impacts a person’s emotions
and cognition. Furthermore, the results indicate that in virtual reality viewers tend to feel more empathy towards the
characters in the video. Moreover, virtual reality scored significantly higher on intentional prosocial behavior, which
suggests that virtual reality could eventually lead to behavioral changes. The results indicate that both from
a storytelling and a marketing perspective, using virtual reality as a communication method could have important
benefits.
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TABLE OF CONTENT
1. Introduction
1.1 Our goal
1.2 Virtual reality research
1.3 Explanation research
2. Results
2.1 Immersion / presence
2.2 Storytelling
2.3 Personal impact
2.4 Empathy
2.5 Intentional prosocial behavior
3. Discussion of results
3.1 Immersion / presence
3.2 Storytelling
3.3 Personal impact
3.4 Empathy
3.5 Intentional prosocial behavior
4. Conclusion
5. Who are we?
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1. INTRODUCTION
1.1 Our goal
2016 is named the year of virtual reality. The trend of virtual reality is worldwide gaining momentum.
As &samhoud media, we play an active role in this trend. As creator of virtual reality experiences and founder of the
world’s first virtual reality cinema, we play a substantial part in distributing virtual reality to a greater public.
We truly believe that virtual reality will have a big influence on media, entertainment, communication and marketing.
In our virtual reality cinema we witnessed, in a positive sense, the massive impact virtual reality has had on the 6000
visitors so far. Although the reactions have been extremely positive, we do, however, believe that is important to know
how this new technology affects our visitors and humans in general. This is one of the reasons for setting up this
research into the impact of virtual reality. The study will advance our understanding of virtual reality, the effect it has
on viewers and will help us to create truly impactful virtual reality experiences for both consumers and organizations.
1.2 Virtual reality research
Virtual reality differs – because of its specific features - from other media in several ways. One of the main differences is
that other media, such as television and written media, are merely passively experienced by their users.
Virtual reality, however, requires the user to actively take part in it. In a virtual reality experience, the user is not only
a spectator but simultaneously an actor. Another main difference is that virtual reality, compared to other media,
simulates environments that have a much greater appearance of reality than any other form of media can have.
In a virtual reality experience the spectator is surrounded by 360 degrees 3D images and sound (and possibly other
stimuli) that result in an engrossing total environment. In our cinemas we have seen that this truly impacts viewers.
In this research we do not only dive deeper into the cognitive consequences of virtual reality, but also focus on specific
behavior, more specifically in comparison to two-dimensional (2D) video.
1.3 Explanation research
This study examined the effects of virtual reality. In the course of a month more than 100 participants visited our office
to take part in our research, which lasted for approximately one hour. Participants were divided into two subgroups.
Two different videos were shown to both subgroups: a film about Ebola (‘Waves of Grace’) and a corporate film.
The videos were shown to the subjects in two different ways: the first subgroup watched the stereoscopic 360 degrees
video (VR), the second subgroup watched the same video on a television screen (in 2D). After watching the videos,
we asked the participants to answer questions in order to examine how the videos were perceived. In this way we were
able to discover the differences between the perception of a virtual reality experience and a 2D video. This, in turn,
leads to more insight into the consequences of virtual reality for human’s cognition and possible behavior.
We divided the questions into five different categories: immersion/presence, storytelling, personal impact, empathy and
intentional prosocial behavior. In the coming sections the results of each category will be described, after which we will
discuss the findings more in depth.
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2. RESULTS
2.1 Immersion / presence
Immersion is known as a perception of being physically present in a non-physical world. In other words: the more
immersive the video, the more there is a perception of being present in a non-physical world. In this regard, the specific
characteristics of a virtual reality experience (auditive and visual observance are completely shut off from the outside
world) is likely to lead to other results than a 2D video. Presence is a phenomenon enabling people to interact with
and feel connected to the world outside their physical bodies via technology. In other words: it is defined as a person’s
subjective sensation of being present in a specific scene. The feeling of presence is known to increase when the virtual
environment becomes a more realistic reflection of reality. The combination of high levels of immersion and presence is
often seen as the key requirement for successful virtual reality.
We therefore examined how participants perceived the immersiveness of a virtual reality experience compared to
a 2D video. The results are as follows:
Mean scores 2D video and virtual reality experience
60%
%
12%
8,5
4,7
4,3
4,9
4,5
4,1
2,9
2D
VR
The video is immersive
2D
VR
The video is a realistic
reflection of reality
2D
VR
The content of the video is
credible
The results reveal that on all three elements in the category of immersion a virtual reality experience scores
substantially higher than a 2D video. The largest difference is found for the element ‘the video is immersive’.
The virtual reality experience was perceived as significantly more immersive than the 2D video. In addition, we found
that virtual reality content is perceived as more credible and as a more realistic reflection of reality.
In order to point out clearly how a virtual reality experience and a 2D video compare to each other, we calculated the
relative percentage differences:
On average…
1. Virtual reality is perceived as 60% more immersive.
2. Virtual reality is perceived as a 12% more realistic reflection of reality.
3. Virtual reality the content of virtual reality is perceived as 8,5% more credible.
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2.2 Storytelling
Storytelling is a way of transmitting a message in an entertaining and comprehensible manner. Stories are intended to
capture the perceiver’s attention, stimulate their imagination and make them feel like they are part of a story.
This way, storytellers are able to create a strong emotional bond with their audience. Today, storytelling is both a
powerful and necessary way of communicating. Technology has enabled us to control what we see, hear and do more
than ever before. New technologies, such as virtual reality, might have the potential to bring storytelling to the next
level. We therefore examined how participants perceived a story in virtual reality compared to the same story in 2D.
The results are as follows:
Mean scores 2D video and virtual reality experience
4%
6%
27,
%
4,4
26,
4,9
5,3
5,5
2D
VR
3,9
3,3
2,6
2D
VR
The video makes you feel part
of the story
2D
VR
It is easy to keep attention to
the video
The message of the video
comes across
The above chart reveals that a virtual reality experience scores higher than a 2D video on storytelling.
However, when it comes to the second element ‘the message of the video comes across’, this difference is not significant.
Both the virtual reality experience and a 2D video score relatively high on this element. For the other two elements
(‘the degree to which the video makes you feel part of the story’ and ‘the degree of keeping attention to the video’)
we see significant differences between a virtual reality experience and a 2D video.
In order to point out clearly how a virtual reality experience and a 2D video compare to each other, we calculated the
relative percentage differences:
On average…
1. People feel 27,4% more part of the story in virtual reality.
2. In virtual reality it is 26,6% more easy to keep attention to the video.
3. The message comes 4,4% better across in virtual reality.
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2.3 Personal impact
Watching a video has consequences for a person’s emotions and cognition. In other words: a video has psychological
(and thus personal) impact on its viewers. Depending on the content of the video, these effects can be positive, negative
or neutral. However, also the form in which the video is shown can have impact on emotions and cognition.
The degree in which we experience a video as touching says something about how it affects our emotions.
The degree in which we experience a video as memorable says something about the impact on our cognition.
A virtual reality experience, because of its invasiveness, might have different consequences for the viewer’s cognition
than a 2D video. We therefore examined the difference in personal impact between a virtual reality experience and a
2D video. The results are as follows:
Mean scores 2D video and virtual reality experience
9%
2%
27%
44,
44,
4,2
4,0
3,7
2,9
2D
2,9
VR
The video makes impact
2,8
2D
VR
The video is touching
2D
VR
The video is easy to remember
The chart shows that virtual reality scores significantly higher on all elements of personal impact.
The results indicate that the virtual reality experience was perceived as more touching, but also made more impact and
was perceived as more easy to remember than a 2D video.
In order to point out clearly how a virtual reality experience and a 2D video compare to each other, we calculated the
relative percentage differences:
On average:
1.
Virtual reality has 44,9% more impact on people.
2.
People are 27% more touched by the content in virtual reality.
3.
The video is perceived as 44,2% easier to remember in virtual reality.
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2.4 Empathy
Empathy is the experience of understanding another person’s condition from their perspective. In empathy we feel what
we believe the other is feeling. Empathy is considered to be felt towards human beings (or non-human animals).
Emotions and behavior of characters in a video affect the mind of the viewer. The more ‘real’ the character from the
video is perceived, the more the feeling of empathy may be triggered. In addition, it is easier to feel empathy towards
people that one feels connected to, but also towards people that one finds likeable. Since the characters in virtual reality
are shown in 3D and the viewer is perceivably placed into the virtual world (and as consequence feels as if he is in
direct contact with the people in the video), there might be a difference between the level of empathy that is provoked
by virtual reality compared to a 2D video. In our research we examined these possible differences. The results are as
follows:
Mean scores 2D video and a virtual reality experience
3%
%
%
8,4
41,
8,2
5,0
4,6
3,9
4,5
4,9
2,8
2D
VR
The video makes you feel like
you have a connection with
the people in the video
2D
VR
The people in the video are
likeable
2D
VR
The people in the video are
credible
The above chart shows the average scores on the different elements belonging to the empathy category.
The results indicate that virtual reality increases the connection between the viewers and the people in the video.
The differences for the other two elements likeability and credibility are, however, less substantial. Virtual reality as well
as a 2D video scored relatively high on these two elements.
In order to point out clearly how a virtual reality experience and a 2D video compare to each other, we calculated the
relative percentage differences:
On average…
1.
People feel 41,3% more connected with the people in the video
2.
People in the video are perceived as 8,4% more likeable.
3.
The people in the video are perceived as 8,2% more credible
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2.5 Intentional prosocial behavior
In our research we were not only interested in the impact of virtual reality on emotions and cognition, but also in the
way virtual reality experiences could change behavior. Since measuring real behavior is difficult in a non-repetitive
study, we have chosen to use valid proxies for behavioral change. This is summarized in this category intentional
prosocial behavior. Intentional proocial behavior is the degree to which people are intended to personally contribute to
a social purpose. We showed participants a video that tells the story of an Ebola-survivor. Beforehand, without
foreknowledge, the participants filled out a questionnaire with a wide range of questions about global social issues such
as poverty, climate change and Ebola. After watching the Ebola experience we asked them questions about their
intentional prosocial behavior. The results are as follows:
Mean scores 2D video and virtual reality experience
After watching a video about Ebola, the chance that people will donate to an Ebola charity fund is...
3%
41,
2,2
2,9
2D
VR
Likely
After watching a virtual reality experience about Ebola people are significantly more likely to donate money to an Ebola
charity fund.
Mean scores 2D video and virtual reality experience
The chance that people take personal action before and after watching the video about Ebola...
9%
58%
35,
1,8
2D
2,4
1,8
2D
VR
Before watching the video
2,9
VR
After watching the video
The chart reveals on average an increase of 58% intentional prosocial behavior for people that watched the virtual
reality experience, whereas the increase was only 35,9% for people that watched the 2D video.
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3. DISCUSSION OF RESULTS
3.1 Immersion / presence
The results convincingly show that a virtual reality experience is more immersive than a 2D video and increases the
subjective feeling of being present in the non-physical world. This is in line with our expectations. It is also in
conformity with the feedback we received from participants: many of them reported the urge to make physical gestures
because they felt they were physically present in the other world. The simulated world felt real. The increased sense of
immersion and presence emphasizes the potential of virtual reality as an effective communication method.
3.2 Storytelling
With regard tot the category of storytelling, the results are partly in line with our expectations. To start, virtual reality
scored higher on each element of storytelling. The results indicate that viewers in virtual reality feel significantly more
part of a story and are more inclined to keep attention to what they see. This shows the high potential virtual reality has
for storytellers to engage their viewers. A finding that was less expected was the relatively small difference in the degree
to which a message comes a cross in virtual reality. There might be a reasonable explanation for the less significant
difference between a virtual reality experience and a 2D video. In a virtual reality experience the viewer is surrounded
by a tremendous amount of stimuli and this might lessen the degree to with they pay focused attention to the auditory
message of the video.
3.3 Personal impact
In our view, the results with regard to this aspect really show the power of virtual reality. They show that watching
virtual reality has important personal impact. This is also in line with the feedback we received from participants:
many of them reported that the virtual reality video really affected their state of mind and felt engaged after
watching de video. The results of this research show that virtual reality has the potential to completely change the
degree to which media has an effect on audiences. Moreover, the results show the extreme potential of virtual reality to
create truly impactful experiences with which viewers can engage.
3.4 Empathy
With regard to empathy, it is interesting to see that viewers perceive a stronger connection with the people in the video
when watching a video in virtual reality. This indicates that seeing characters in 3D has positive consequences for the
way the viewers connect to the people they see. This has important implications. Showing a video in virtual reality
might trigger the empathy that one feels towards characters in a video and this, in turn, might promote acceptance and
understanding of what these people endure (i.e. poverty, inequality etc.). From a marketing perspective this insight
might be interesting as well, since it enables companies to generate as stronger connection with it’s clients.
For the elements likability and credibility we only found small differences between virtual reality and 2D: in the virtual
reality as well in 2D, both elements scored in absolute terms already relatively high.
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3.5 Intentional prosocial behavior
The results of the last part of our research convincingly show that virtual reality not only leads to changes in perception
and cognition, but could also has the potential to lead to behavioral change. There was a stronger increase in the
willingness to personally contribute to Ebola after watching the short film in virtual reality (58%) compared to
watching the 2D video (35,9%). These results could be extended to other themes as well. If indeed virtual reality can
influence the way we behave, it can be used for a wide range of applications, for example by governments and
organizations in order to evoke desired behavior.
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4. CONCLUSION
This research convincingly shows the extreme potential of virtual reality to create truly impactful experiences with
which viewers can engage. The specific features of virtual reality lead to a higher perception of immersion and increases
the subjective feeling of being present in a non-physical world. In addition, virtual reality has a large potential for more
compelling storytelling and has an important impact on a persons’ emotions and cognition, which shows that virtual
reality could potentially change the degree to which media effects its audiences. Moreover, the results indicate that in
virtual reality viewers feel more empathy towards the people in the video. This could help organizations to generate
a stronger connection with their audience. Finally, virtual reality scored significantly higher on intentional prosocial
behavior, which means that virtual reality could eventually lead to behavioral changes and could thus be an effective
means to evoke desired behavior. Both from a storytelling and a marketing perspective, using virtual reality as
a communication method could have important benefits to make impact on audiences.
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5. WHO ARE WE?
We strive to inspire and connect people and organizations by innovative media concepts. As a creative agency and
online publisher we create and produce creative concepts. We are specialized in virtual reality.
For our International clients we create impactful virtual reality and augmented reality experiences that can be used
both externally and internally. Furthermore, we conduct research into virtual reality because we want to learn how this
form of media impacts viewers. We use this knowledge to enhance the existing knowledge in this field and implement
it in our work to create truly impactful virtual reality experiences
In addition, we are the organizer of the world’s first Virtual Reality Pop-Up cinema. After several successful editions in
the Netherlands, Germany and Switzerland, we are currently opening permanent virtual reality cinemas throughout
Europe. We are very proud to say that we are the producer of the first virtual reality feature film in Europe, starring
Dutch award-winning actors.
Find more about our world, work and projects at: http://www.samhoudmedia.com/
&samhoud media is part of the international &samhoud brand. Known for &samhoud consultancy and
the ** Michelin star restaurant &samhoud places.
&samhoud media is based at the Passeerdersgracht in Amsterdam.
Together we build a brighter future
We inspire and connect people by creating breakthrough media content