doi:10.1111/1477-9552.12443engde-Magistris, TizianaLópez-Galán, BelindaBallco, PetjonDo virtual reality experiments replicate projection bias phenomena? Examining the external validity of a virtual supermarketART-2022-125191We examine whether projection bias is also present in virtual environments. Two hypotheses were tested using a between‐subject experiment with three conditions: (i) experimental context (virtual vs. real); (ii) consumption periods (today vs. tomorrow); and (iii) appetite level (hungry vs. satiated). An exact replication of the virtual supermarket was performed in a real supermarket setting to test for robustness. The findings indicate the presence of a projection bias in the virtual reality setting. The robustness test used to compare a virtual and a real purchase at the supermarket showed that subjects in the virtual environment behave similarly to those in a real supermarket. These results validate our findings and highlight virtual reality use as a new tool for investigating consumer behaviour in food research.2022http://zaguan.unizar.es/record/10858410.1111/1477-9552.12443http://zaguan.unizar.es/record/108584oai:zaguan.unizar.es:108584info:eu-repo/grantAgreement/ES/INIA/RTA2013-0092-00-00JOURNAL OF AGRICULTURAL ECONOMICS 73, 1 (2022), 20-34by-nc-ndhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/info:eu-repo/semantics/openAccess