Cinematic Virtual Reality: How Emotional Responses Vary Across Movie Genre and Technological Format

Mariana Berga Rodrigues (), Sandra Maria Correia Loureiro () and Miguel Sales Dias ()
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Mariana Berga Rodrigues: ISCTE – Instituto Universitário de Lisboa and Business Research Unit (BRU-IUL)
Sandra Maria Correia Loureiro: ISCTE – Instituto Universitário de Lisboa and Business Research Unit (BRU-IUL)
Miguel Sales Dias: ISCTE – Instituto Universitário de Lisboa, ISTAR

A chapter in Extended Reality and Metaverse, 2023, pp 265-270 from Springer

Abstract: Abstract The current study seeks to explore whether virtual reality (VR) can be more effective that traditional 2D in influencing emotional responses (namely, empathy and sympathy) considering different movie genres. A factorial design 2 (movie genre: animation; documentary) × 2 (VR; 2D) between-subjects experiment was employed. A total of 145 participants were recruited. Findings suggest that sympathy and empathy responses to movies are affected by the technological format used to experience a movie, being higher in VR than in 2D. Regarding sympathy, the conducted analysis suggests that the movie genre has a higher impact than the format. Additionally, the present study concludes that the interaction between technological format and movie genre has a significant impact on WOM.

Keywords: Virtual reality; Cinematic virtual reality; Empathy; Sympathy; WOM; Motion picture (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-25390-4_23

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DOI: 10.1007/978-3-031-25390-4_23

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