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The effects of Virtual Reality (VR) on charitable giving: The role of empathy, guilt, responsibility, and social exclusion

Author

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  • Kandaurova, Maria
  • Lee, Seung Hwan (Mark)

Abstract

As Virtual Reality (VR) continues to have an increased presence in the consumer marketplace, charitable and non-profit organizations are looking to VR to stimulate charitable giving (monetary or volunteering). The objective of this research is to investigate the effects of VR on empathy, guilt, responsibility, and donation of time and money in the social marketing context. Supported by the media richness theory (MRT) and the social presence theory (SPT), the results of three experimental studies suggest that content viewed on a VR platform, when compared against a traditional two-dimensional video media platform (VM), increases empathy, increases responsibility, and instigates higher intention to donate money and volunteer time towards a social cause. For socially excluded individuals, VR enhances the level of guilt and social responsibility, ultimately leading to a higher intention to volunteer. Although, this did not manifest for monetary donations.

Suggested Citation

  • Kandaurova, Maria & Lee, Seung Hwan (Mark), 2019. "The effects of Virtual Reality (VR) on charitable giving: The role of empathy, guilt, responsibility, and social exclusion," Journal of Business Research, Elsevier, vol. 100(C), pages 571-580.
    • Handle: RePEc:eee:jbrese:v:100:y:2019:i:c:p:571-580
    DOI: 10.1016/j.jbusres.2018.10.027
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    Cited by:

    1. Anderson, Kelley Cours & Laverie, Debra A., 2022. "In the consumers’ eye: A mixed-method approach to understanding how VR-Content influences unbranded product quality perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    2. Kirk Kristofferson & Michelle E. Daniels & Andrea C. Morales, 2022. "Using virtual reality to increase charitable donations," Marketing Letters, Springer, vol. 33(1), pages 75-87, March.
    3. Kim, Minseong & Kim, Jihye, 2024. "From empathetic hearts to digital hands: A study of compassion and donation behavior in social media advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    4. Sofia Pansoni & Giacomo Gistri, 2025. "Does the end justify the means? The persuasive power of emotions in charity advertising: a systematic literature review," Italian Journal of Marketing, Springer, vol. 2025(2), pages 91-130, June.
    5. Marilyn Giroux & Jungkeun Kim & Jacob C. Lee & Jongwon Park, 2022. "Artificial Intelligence and Declined Guilt: Retailing Morality Comparison Between Human and AI," Journal of Business Ethics, Springer, vol. 178(4), pages 1027-1041, July.
    6. Chi-Horng Liao, 2025. "The role of virtual reality in enhancing behavioral empathy: exploring cognitive absorption, engagement, and emotional moderation using multivariate methods," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-15, December.
    7. He Tingting, 2021. "Comparing Money and Time Donation: What Do Experiments Tell Us?," Marketing of Scientific and Research Organizations, Sciendo, vol. 41(3), pages 65-94, September.
    8. Zeng, Guojun & Cao, Xinning & Lin, Zhibin & Xiao, Sarah H., 2020. "When online reviews meet virtual reality: Effects on consumer hotel booking," Annals of Tourism Research, Elsevier, vol. 81(C).
    9. Yuan-Hsun Liao & Hsiao-Hui Li & Zong-Han Xie, 2019. "Study of Virtual Reality and IoT for Exploring the Deep Sea," Journal of ICT, Design, Engineering and Technological Science, Juhriyansyah Dalle, vol. 3(1), pages 11-14.
    10. Ketron, Seth & Cowan, Kirsten, 2025. "Presenting a typology of virtual reality (VR) in retailing: A construal level theory and heuristic-systematic model perspective," Journal of Retailing, Elsevier, vol. 101(4), pages 639-658.
    11. Kuo-Lun Hsiao & Chia-Chen Chen & Kuan-Yu Lin & Hui-Ya Hsu, 2023. "What drives online-to-offline purchase intention in a VR store? An examination of affective and cognitive factors," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(4), pages 3499-3521, August.
    12. Park, Gain & Park, YounJung & Lee, Seyoung, 2024. "Compliance-gaining in metaverse: A moderated parallel mediation model testing the interaction between legitimization of paltry favors technique and victim identification," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    13. Cowan, Kirsten & Ketron, Seth & Kostyk, Alena & Kristofferson, Kirk, 2023. "Can you smell the (virtual) roses? The influence of olfactory cues in virtual reality on immersion and positive brand responses," Journal of Retailing, Elsevier, vol. 99(3), pages 385-399.
    14. Wenlong Liu & Xiucheng Fan & Rongrong Ji & Yi Jiang, 2019. "Perceived Community Support, Users’ Interactions, and Value Co-Creation in Online Health Community: The Moderating Effect of Social Exclusion," IJERPH, MDPI, vol. 17(1), pages 1-22, December.
    15. Lavoye, Virginie & Petit, Olivia & Tarkiainen, Anssi & Sipilä, Jenni, 2025. "Self-proximity in augmented reality enhances consumer’s responses to green products through anticipated warm glow," Journal of Business Research, Elsevier, vol. 196(C).
    16. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    17. Zhou, Liying & Niu, Limin & Wang, Valerie Lynette & Wu, Banggang, 2026. "Virtual Journeys, shared meaning: Enhancing consumer well-being of mobility-limited older adults through virtual reality tourism," Journal of Business Research, Elsevier, vol. 206(C).
    18. Ashworth, Madison & Thunström, Linda & van't Veld, Klaas & Thompson, Robin A. & Johnson, David, 2025. "Perceived agency and paternalism: Increasing support for people with substance use disorder," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 119(C).
    19. Chi-Horng Liao, 2025. "Assessing the Impact of Moral Elevation on Altruistic Behavior in the Context of Media Convergence: A Meta-Analysis Grounded in Media Synchronicity Theory and Sense of Community Responsibility," SAGE Open, , vol. 15(4), pages 21582440251, October.
    20. Hsiao-Hui Li & Yuan-Hsun Liao & Mohammad Chong Xian Wang, 2019. "Application of Virtual Reality and Robotic Arm," Journal of ICT, Design, Engineering and Technological Science, Juhriyansyah Dalle, vol. 3(2), pages 31-34.
    21. Leite, Higor & Hodgkinson, Ian R. & Joubert, Alison M., 2026. "A separated service: examining virtual reality experiences of actor groups in a rehabilitative healthcare setting," Journal of Business Research, Elsevier, vol. 204(C).
    22. Yang Cheng & Yuan Wang & Wen Zhao, 2022. "Shared Virtual Reality Experiences during the COVID-19 Pandemic: Exploring the Gratifications and Effects of Engagement with Immersive Videos," IJERPH, MDPI, vol. 19(9), pages 1-16, April.

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