Do virtual reality experiments replicate projection bias phenomena? Examining the external validity of a virtual supermarket
通过对比虚拟与现实超市中的购买行为，检验投射偏差在虚拟环境中是否同样存在，发现虚拟环境能有效复现真实行为，为食品消费研究提供新工具。
Abstract 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.