The Reality of Virtual Experiences: Semantic and Episodic Memory Formation in VR

Abstract

While we understand how consumers attend to and process information in VR, research has yet to explore how consumers store information from virtual experiences in memory and recall it later. However, memory is important for developing knowledge about something, like a destination, and later decision-making. In fact, VR (vs. other information channels) are more persuasive in decision-making. Yet we know very little about the role of VR and memory on these decisions. Thus, we seek to understand how VR experiences affect memory and specifically episodic versus semantic memory systems. Findings from a series of interviews and an online survey documented a constant comparison of reality and virtuality. Virtual experiences create rich semantic memories, moreso for individuals where more time had passed. However, semantic and episodic memories formation was at odds with one another. While those who had not visited the destination previously reported higher semantic and episodic details, the experience was overwhelming for individuals who had not visited previously. Additionally, those who had not experienced the destination received the experience with skepticism and downplayed their expectations of real future interactions. Finally, the results reveal the imperfect nature of memory, including misremembering.