Effect of Immersive (360º) Video on Attitude and Behavior Change

Studenteropgave: Speciale (inkl. HD afgangsprojekt)

  • Diana Fonseca
4. semester, Medialogi, Kandidat (Kandidatuddannelse)
The present study is designed to test how the role of immersion, narrative content (focus on emotional immersion) and presence can affect one’s pro-environmental attitude and behavior with specific interest in 360º videos (i.e., immersive videos (IV)) and meat consumption as a non pro-environmental behavior. This thesis describes a between group design experiment that compares two systems with different levels of immersion (a tablet screen as the low immersion system and a head-mounted display as the high immersion system) and two types of narratives, one involving emotional content and the other not. In the study, 21 participants were subject to the IV condition (high immersion) where they watched, with an HMD, an emotional 360º video about meat consumption and its effects on the environment; another 21 participants experienced the Tablet condition (low immersion) where they viewed the same video but with a 10.1 inch tablet; 22 participants in the Control condition viewed a non emotional video about submarines with an HMD. The purpose of the experiment was to test the effect of presence and emotional impact on pro-environmental attitude and behavior. In a questionnaire, self-reported measurements were used to address presence, emotional impact and pro-environmental attitude, while an unobtrusive method evaluated pro-environmental behavior. The method consisted of offering the participants two snack options (pizza with and without meat), after being exposed to the videos, and then registering their choices. The results suggest that both immersion and emotional impact enhance self-reported presence; higher immersion and emotional impact led to a more pro-environmental attitude; narrative content and emotional immersion (i.e., personal attachment to the characters) enhanced pro-environmental behavior. However, no significant difference was found in pro-environmental behavior in relation to immersion and self-reported presence.
Udgivelsesdato25 maj 2016
Antal sider71
ID: 233995057