Immersive and Interactive Awe: Evoking Awe via Presence in Virtual Reality and Online Videos to Prompt Prosocial Behavior

Abstract Awe is a widely researched, self-transcendent emotion with a robust ability to prompt prosocial behavior. Within the communication and media disciplines, however, the effects of awe have received only limited empirical attention. Moreover, extant research has ignored the role that media affordances may play in engendering awe and prosocial outcomes. This article presents two studies that explore the prosocial consequences of awe, as mediated by presence and when engendered by immersive features of various media, including virtual reality (VR). Study 1 (N = 154) found that awe content presented in highly immersive VR induced awe via an effect entirely mediated by presence, though impacts on subsequent prosocial outcomes were inconsistent. Study 2 (N = 188) attempted to replicate and clarify the prosociality results from Study 1, as well as contextualize them with respect to eudaimonic appreciation and hedonic enjoyment. Results demonstrated awe effects across all three measures of prosociality.