Does virtual reality lower construal levels?

Abstract

Although virtual reality (VR) is currently one of the fastest growing technologies, little research has compared its effect on cognitive state relative to computers. We examined VR through the lens of construal level theory (CLT), which describes mental representations as being either abstract (high-level construal) or concrete (low-level construal). Drawing on CLT, visual perception and interactivity, we hypothesised that the immersiveness of VR would induce lower construal levels compared to computers. We conducted two laboratory experiments which revealed that VR surprisingly does not produce different mental states compared to computers. We explain the insights and limitations of our experiments and derive design recommendations for VR applications and future VR research.