Virtual Reality and Charitable Giving: The Influence of Space, Presence, and Attention

Virtual reality (VR) can boost charitable attitudes and behavior. In an experiment with 100 participants viewing the content in VR vs. desktop computer, the VR group exhibited significantly higher levels of spatial presence (MD = 1.24, p <.001), attention allocation (MD =. 58, p <.001), spatial situation model building (MD =.47, p =.01), and empathy (MD =.46, p =.049). Donation behavior did not differ between the two groups (p =.36). Both computer and VR viewers shared similar emotions, but VR users felt greater immersion and emotional intensity, perceiving themselves as active participants, while computer viewers took a more passive role. This study generated insights for nonprofits considering VR in their marketing strategies, shedding light on the potential of VR storytelling and its effects on charitable giving.