Exploring Ecological Validity: A Comparative Study of the Mere Exposure Effect on Screens and in Immersive Virtual Reality

This study examines the ecological validity of the mere exposure effect across different media, comparing the effects on computer screens and in immersive virtual reality (IVR). Both experiments were conducted remotely, maintaining a similar design to that of the original study but differing in terms of the technological platforms utilized. The results of our study indicate that increased exposure consistently enhances liking in both experimental settings, thereby reinforcing the robustness of the mere exposure effect across different modalities. Furthermore, our results align closely with those reported by Mrkva and van Boven from 2020 which we replicated and the meta-analyses by Montoya et al. from 2017. By demonstrating that findings are statistically similar between media, this research contributes to the understanding of ecological validity. It also suggests that IVR can effectively replicate findings from traditional experimental setups. Further investigation into factors such as graphics quality, interaction complexity, and the influence of the uncanny valley is necessary to fully leverage the potentials and pitfalls of IVR in behavioral research.