From immersion to intention? Exploring advances in prosocial storytelling

Geah Pressgrove, Nicholas David Bowman

Research output: Contribution to journalArticlepeer-review

17 Scopus citations

Abstract

Little empirical work has explored the psychological processes triggered by immersive technologies and how they might lead to more effective desirable prosocial outcomes. Thus, the current study explores two different modalities for presenting 360 videos—YouTube and head-mounted display (HMD)—as strategies for engaging audiences with cause-related stories. Across three stories, using these technologies led to the highest levels of presence, but there was no association between presence and increased attitudes towards the story content. Only narrative engagement impacted prosocial attitudes towards the video content. Data suggest that regardless of the technology used, telling engaging narratives that increase the viewer's self-efficacy is key to behavioral intentions—immersive technologies help viewers feel closer to the physical location of the narrative, but not the narrative itself.

Original languageEnglish (US)
Article numbere1689
JournalJournal of Philanthropy and Marketing
Volume26
Issue number2
DOIs
StatePublished - May 2021
Externally publishedYes

ASJC Scopus subject areas

  • Economics and Econometrics
  • Strategy and Management
  • Marketing

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