Inleiding tot VR
Voor mijn masterproef heb ik via een experiment onderzocht hoe Virtual Reality (VR) donatiegedrag kan beïnvloeden. Maar wat is Virtual Reality? Het is een gesimuleerde audiovisuele omgeving die gegenereerd wordt door computertechnologie. Hiervoor wordt een soort bril gedragen waarin je naar een scherm kijkt (zie figuur 1). De ogen worden hierbij volledig afgeschermd van de buitenwereld. Bovendien kan je in alle richtingen rondom jou kijken, want in de bril krijg je een 360-graden uitzicht. De technologie is ontwikkeld om ervoor te zorgen dat wat je ziet ‘net echt’ lijkt.
Een voorbeeld ter illustratie: een strandvakantie. Rondom jou hoor je spelende kinderen en in de verte zie je de golven van de zee heen en weer stromen. Als je naar boven kijkt zie je een heldere blauwe hemel en als je naar onder kijkt zie je blote voeten in het zand. Ook al ben je je ervan bewust dat het om een simulatie gaat, toch voelt het een beetje alsof je zelf op het strand bent. Dat fenomeen noemen wetenschappers ‘spatiale aanwezigheid’: het lijkt alsof je mentaal verplaatst bent naar de virtuele omgeving; in dit geval het strand.
Mijn onderzoek
In mijn eigen onderzoek heb ik gebruik gemaakt van een video genaamd The Source (De Bron). Met deze video wil ik meer bewustwording creëren rond waterschaarste in derdewereldlanden. De video vertelt het verhaal van het 13-jarige meisje Selam uit Ethiopië, dat noodgedwongen lange wandelingen moet maken om haar dorp van drinkwater te voorzien. Het water is echter vervuild, en door haar opdracht kan ze niet meer naar school gaan. De video eindigt wel met positief nieuws: de organisatie Charity:water installeert een waterpomp voor zuiver bronwater nabij haar dorp.
Die video werd getoond aan Vlaamse studenten van 20 tot 25 jaar. Ik wilde namelijk nagaan wat de psychologische invloed zou zijn van het bekijken van de video wanneer de deelnemers het gevoel hebben dat ze zelf aanwezig zijn bij Selam in Ethiopië. Ik heb hiervoor drie groepen met elkaar vergeleken: Groep 1 bekeek de beelden op YouTube aan een computer. Groep 2 bekeek ook beelden via YouTube aan een computer, maar met hun computermuis konden ze de camera draaien zodat ze tijdens de video rond konden kijken. Groep 3 bekeek de video met een Virtual Reality bril in 360-graden. Na het bekijken van de video konden de deelnemers via SMS een volledig vrijwillige donatie maken aan UNICEF: België of Charity:water.
Om de drie groepen met elkaar te vergelijken moesten de deelnemers zowel voor als na de video een vragenlijst invullen. De belangrijkste vragen die ik mij stelde waren: 1) Hadden de deelnemers het gevoel dat ze aanwezig waren in de video? 2) Welke emoties ervaarden de deelnemers? 3) Waren de deelnemers geneigd om zelf een donatie te maken aan een goed doel en 4) is hun attitude tegenover goede doelen positief gewijzigd?
Resultaten
De resultaten waren zoals gehoopt. Dankzij Virtual Reality hadden de deelnemers het gevoel alsof ze zelf aanwezig waren in Ethiopië. Ze ervaardden meer empathie tegenover Selam en ze voelden zich schuldiger dan de deelnemers uit de andere condities dat ze niet konden helpen. De deelnemers in groep 3 (VR) hadden na de video ook een positievere attitude tegenover goede doelen. Verder zagen we dat de mensen in deze groep ook de hoogste intentie hadden om een donatie te maken. De personen die meer empathie tegenover Selam ervaardden, hadden nadien ook een hogere intentie om een donatie te maken.
Er werd op het einde van het experiment niet vaker gedoneerd in groep 3 dan in de andere groepen. Een mogelijke oorzaak hiervan is dat de deelnemers bijvoorbeeld geen geld bij zich hadden of dat ze liever nog meer informatie hadden gewenst. De deelnemers uit de Virtual Reality groep vonden het wel belangrijker om te doneren vanuit morele overtuiging (zie bijlage 2).
Besluit
Wat betekenen deze resultaten nu? Vooral in groep 3 hadden de deelnemers het gevoel dat het tafereel naast hen plaatsvond, vergelijkbaar met een ervaring in de échte wereld. Het belangrijkste resultaat is echter misschien wel dat VR gebruikt kan worden om mensen te overtuigen om donaties te maken aan goede doelen. VR kan ons dus helpen om een beetje onbaatzuchtiger voor elkaar te zijn; om mensen aan de andere kant van de aarde te helpen. Het medium kan onze kijk op de samenleving veranderen. Het zal niet verbazen dat sommige wetenschappers Virtual Reality soms de naam “de ultieme empathie-machine”[1] geven. Om mijn resultaten samen te vatten heb ik nog een mooi vertaald citaat van een belangrijke wetenschapper die onderzoek doet met Virtual Reality:
“Als het goed wordt uitgevoerd, zullen VR-ervaringen zo realistisch en meeslepend aanvoelen dat ze, net als ervaringen in de echte wereld, diepgaande en blijvende veranderingen in ons teweeg kunnen brengen” (Bailenson, 2018, p.6).
Nog een vraag?
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Bijlagen (extra)
Bijlage 1 Conceptueel model met alle opgenomen variabelen
Bibliografie
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