Can virtual reality (VR) lead to more desirable persuasion effects than videos in communicating the science of contentious issues like climate change? And, will these effects differ between messages that offer hope versus fear? We addressed these questions with a 2 (Modality: Desktop VR vs. Unidirectional video) × 2 (framing: Gain vs. Loss) between-subjects experiment ( N = 130), and found that VR triggered more fearful responses, which in turn led to more persuasive outcomes. It also increased individuals’ attitudes toward climate change mitigation policy when the experience was loss-framed, but backfired when the experience was gain-framed. Theoretical and practical implications are discussed.

中文翻译：

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VR 如何影响增益与损失信息的情感吸引力和说服力？

在传播气候变化等有争议问题的科学知识时，虚拟现实 (VR) 能否比视频产生更理想的说服效果？而且，提供希望与恐惧的信息之间的这些效果会有所不同吗？我们通过 2（形态：桌面 VR 与单向视频）× 2（框架：增益与损失）受试者间实验 (N = 130) 解决了这些问题，并发现 VR 引发了更可怕的反应，进而导致以获得更有说服力的结果。当经历是损失框架时，它还提高了个人对气候变化缓解政策的态度，但当经历是收益框架时，它会适得其反。讨论了理论和实践意义。