Do virtual reality experiments replicate projection bias phenomena? Examining the external validity of a virtual supermarket

de-Magistris, Tiziana ; López-Galán, Belinda ; Ballco, Petjon

Resumen: We 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.

Idioma: Inglés

DOI: 10.1111/1477-9552.12443

Año: 2022

Publicado en: JOURNAL OF AGRICULTURAL ECONOMICS 73, 1 (2022), 20-34
ISSN: 0021-857X

Factor impacto JCR: 3.4 (2022)

Categ. JCR: ECONOMICS rank: 108 / 380 = 0.284 (2022) - Q2 - T1
Categ. JCR: AGRICULTURAL ECONOMICS & POLICY rank: 10 / 22 = 0.455 (2022) - Q2 - T2

Factor impacto CITESCORE: 7.0 - Economics, Econometrics and Finance (Q1) - Agricultural and Biological Sciences (Q1)

Factor impacto SCIMAGO: 1.438 - Economics and Econometrics (Q1) - Agricultural and Biological Sciences (miscellaneous) (Q1)

Financiación: info:eu-repo/grantAgreement/ES/INIA/RTA2013-0092-00-00

Tipo y forma: Article (Published version)

Área (Departamento): Área Fund. Análisis Económico (Dpto. Análisis Económico)