We examine whether projection bias is also present in virtual environments. Two hypotheses were tested using a between-subject experiment with three conditions: (i) experimental context (virtual vs. real); (ii) consumption periods (today vs. tomorrow); and (iii) appetite level (hungry vs. satiated). An exact replication of the virtual supermarket was performed in a real supermarket setting to test for robustness. The findings indicate the presence of a projection bias in the virtual reality setting. The robustness test used to compare a virtual and a real purchase at the supermarket showed that subjects in the virtual environment behave similarly to those in a real supermarket. These results validate our findings and highlight virtual reality use as a new tool for investigating consumer behaviour in food research.

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虚拟现实实验会复制投影偏差现象吗？检查虚拟超市的外部有效性

我们检查投影偏差是否也存在于虚拟环境中。使用具有三个条件的受试者间实验测试了两个假设：（i）实验环境（虚拟与真实）；(ii) 消费期（今天与明天）；(iii) 食欲水平（饥饿与饱足）。在真实的超市环境中执行虚拟超市的精确复制以测试稳健性。研究结果表明虚拟现实环境中存在投影偏差。用于比较超市虚拟和真实购买的稳健性测试表明，虚拟环境中的受试者行为与真实超市中的受试者相似。这些结果验证了我们的发现，并强调了将虚拟现实用作调查食品研究中消费者行为的新工具。