Comparing virtual reality vs. augmented reality in promoting COVID-19 self-testing, vaccination, and preventive behaviors.

Objective: Virtual Reality (VR) and Augmented Reality (AR) are innovative technologies that can serve as effective tools for creating health interventions by altering psychological distance. Based on construal level theory and the reality-virtuality continuum, we designed, tested, and compared VR and AR campaigns to encourage proactive measures against COVID-19.

Methods: 143 participants were randomly assigned to one of three messages: VR, AR, and a CDC video, and completed surveys before, immediately, and one week following message exposure.

Results: VR and AR increased preventive intentions and behaviors against COVID-19 both in the short and long run. VR was particularly effective as it also increased risk perceptions, more preventive intentions in the short term, and more preventive behaviors, including social distancing and mask wearing, in the long term. VR was more efficient than AR in enhancing risk perceptions and preventive intentions right after being exposed to the messages as well as promoting behaviors such as avoiding crowds, maintaining social distance from others, and wearing a mask in indoor public areas one week later. Moreover, among the three conditions, VR was the only intervention that generated actual behavior change after one week, which indicated potential long-term advantages of VR compared to other mediums. VR decreased social, spatial, and hypothetical distances to a greater degree than AR. VR was more effective than video. However, AR was not more persuasive than video.

Conclusions: Insights gained from the findings extend beyond the pandemic phase, offering practical applications for employing VR and AR technologies in health campaigns.