Abstract

In a series of four studies we explored how symbolic contagion can occur in a virtual setting. Contagion occurs when an individual adopts a behavior, goal or emotion unintentionally and unconsciously. Participants were presented with situations depicting various virtual communication scenarios where a target individual adopted emotions, goals or behaviors from an acting individual. Additionally, participants were exposed to physical scenarios for a comparison of possible differences between environments. Study 1 sought to explore the basic possibilities for symbolic contagion to occur in a virtual environment. Study 2 was designed to verify that symbolic contagion in a virtual environment could occur in groups. Study 3 focused on goal contagion in a virtual gaming environment. Study 4 focused on the possibility for emotional contagion in a virtual environment. Results indicated that symbolic contagion occurs in various virtual environments. Additionally, contagion was at least as strong in virtual environments as in physical environments.