Biased by being there: The persuasive impact of spatial presence on cognitive processing

Abstract Immersive media forms such as virtual reality simulations are considered suitable vehicles for persuasive communication because they enhance the perception of spatial presence and non-mediation. Although the persuasive impact of spatial presence has been confirmed multiple times and immersive media have entered the mainstream market, its influence on individuals’ cognitive processing has not yet been analyzed empirically. An experimental study was conducted with a 2 × 2 between-subjects design (N = 129) and varying levels of spatial presence. The quality of persuasive arguments was manipulated to detect the dominant processing mode. In line with the bias hypothesis of the heuristic–systematic model of information processing, the results indicated that individuals who experienced high levels of spatial presence evaluated the content more positively because they used heuristic processing. The positive evaluation consequently led to biased systematic processing, resulting in persuasive effects, even when the arguments were weak. The implications of the results are discussed.