Incorporating Virtual Reality in Public Health Campaigns: COVID-19 as the Context

• Published in: Social science computer review Vol. 42; no. 1; pp. 307 - 325
• Main Authors: Xu, Zhan, Weser, Veronica, Peng, Lulu, Laffidy, Mary
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.02.2024; SAGE PUBLICATIONS, INC
• Subjects: Context; COVID-19; Exposure; Health promotion; Health risks; Messages; Psychological factors; Public health; Risk communication; Risk perception; Risk taking; Self interest; Virtual reality; COVID-19; campaign; virtual reality; emotion; construal level theory; intervention
• ISSN: 0894-4393; 1552-8286
• DOI: 10.1177/08944393231185257

One of the greatest challenges for public health campaigns is communicating health risks due to the existence of psychological distance. Using COVID-19 as a context, this study designed and tested virtual reality (VR) campaigns based on construal level theory. It assessed the immediate and after-effects of VR on COVID-19 preventive intentions/behaviors and risk perceptions. A total of 120 participants were randomly assigned to see one of four messages: a VR message emphasizing self-interest, a VR message emphasizing other-interest, a print message emphasizing self-interest, or a print message emphasizing other-interest. Preventive intentions/behaviors were assessed at three different times: before, immediately after, and one week after the experimental treatment. Immediately following message exposure, participants exposed to the VR messages perceived a higher level of self-risk than those exposed to print messages. Disgust and fear mediated these effects. One week following message exposure, unvaccinated participants exposed to the VR messages had a higher intention to get vaccinated than those exposed to print messages. Recommendations on how to effectively utilize VR in health interventions are provided.