Is Virtual Reality Lonely? The VR–Isolation Stereotype and Its Impact on VR Adoption

ABSTRACT Despite the promise that virtual reality (VR) technology would be the new media of unprecedented connectedness, our investigation reveals that non‐owners perceive VR as a medium of social isolation, which may hinder its broader acceptance. Drawing on innovation resistance theory, we empirically test the existence of an implicit cognitive association between VR and isolation and then analyze the effects of this bias on VR adoption. Implicit Association Tests (IAT) used in Studies 1a ( N = 199) and 1b ( N = 200) identify a significant bias, associating VR with isolation. Study 2 ( N = 401) further demonstrates the negative association of this bias with the societal image of VR users, potentially deterring willingness to engage with VR technology. Identification and intention to imitate emerge as relevant mediators. Studies 3a ( N = 329) and 3b ( N = 200) reveal that consumers' perceptions of isolation decrease when VR users are shown interacting with other people in real life (physical presence) but not when they are interacting through the VR platform (virtual presence). This research contributes to the understanding of innovation resistance and VR adoption by underscoring the importance of confronting and reshaping subconscious stereotypes about VR and its users.