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Simulating Virtual Organizations for Research: A Comparative Empirical Evaluation of Text-Based, Video, and Virtual Reality Video Vignettes


van Zelderen, Anand P A; Masters-Waage, Theodore C; Dries, Nicky; Menges, Jochen; Sanchez, Diana R (2024). Simulating Virtual Organizations for Research: A Comparative Empirical Evaluation of Text-Based, Video, and Virtual Reality Video Vignettes. Organizational Research Methods:Epub ahead of print.

Abstract

Due to recent technological developments, vignette studies that have traditionally been done in text or video formats can now be done in immersive formats using virtual reality—but are such virtual reality video vignettes superior to traditional vignettes? To address this question, we examine participants’ experiences within a fictitious organization by comparing their responses to a relevant and particularly sensitive organizational phenomenon presented either through written text, a video recording, or a virtual reality experience. The results indicate that participants prefer more immersive methods, and that these increase their attention to critical study details. Moreover, this augments the effect sizes of several measured employee reactions—particularly those with high emotional content—suggesting that virtual reality technology offers a promising avenue for developing ecologically valid vignette studies to measure employee affect. To facilitate and expediate the use of virtual reality video vignettes in organizational research, we provide organizational scholars with a step-by-step instructional guide to develop immersive vignette studies.

Abstract

Due to recent technological developments, vignette studies that have traditionally been done in text or video formats can now be done in immersive formats using virtual reality—but are such virtual reality video vignettes superior to traditional vignettes? To address this question, we examine participants’ experiences within a fictitious organization by comparing their responses to a relevant and particularly sensitive organizational phenomenon presented either through written text, a video recording, or a virtual reality experience. The results indicate that participants prefer more immersive methods, and that these increase their attention to critical study details. Moreover, this augments the effect sizes of several measured employee reactions—particularly those with high emotional content—suggesting that virtual reality technology offers a promising avenue for developing ecologically valid vignette studies to measure employee affect. To facilitate and expediate the use of virtual reality video vignettes in organizational research, we provide organizational scholars with a step-by-step instructional guide to develop immersive vignette studies.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:03 Faculty of Economics > Department of Business Administration
Dewey Decimal Classification:330 Economics
Uncontrolled Keywords:Management of Technology and Innovation, Strategy and Management, General Decision Sciences
Scope:Discipline-based scholarship (basic research)
Language:English
Date:17 April 2024
Deposited On:22 Apr 2024 12:47
Last Modified:30 Jun 2024 01:41
Publisher:Sage Publications
ISSN:1094-4281
OA Status:Hybrid
Free access at:Publisher DOI. An embargo period may apply.
Publisher DOI:https://doi.org/10.1177/10944281241246770
  • Content: Accepted Version
  • Language: English
  • Licence: Creative Commons: Attribution 4.0 International (CC BY 4.0)