The effects of embodying wildlife in virtual reality on conservation behaviors

Abstract Efforts to mitigate environmental threats are often inversely related to the magnitude of casualty, human or otherwise. This “compassion fade” can be explained, in part, by differential processing of large- versus small-scale threats: it is difficult to form empathic connections with unfamiliar masses versus singular victims. Despite robust findings, little is known about how non-human casualty is processed, and what strategies override this bias. Across four experiments, we show how embodying threatened megafauna-Loggerhead sea turtles (Caretta Caretta)-using virtual reality can offset and reverse compassion fade. After observing compassion fade during exposure to non-human casualty in virtual reality (Study 1; N = 60), we then tested a custom virtual reality simulation designed to facilitate body transfer with a threatened Loggerhead sea turtle (Study 2; N = 98). Afterwards, a field experiment (Study 3; N = 90) testing the simulation with varied number of victims showed body transfer offset compassion fade. Lastly, a fourth study (N = 25) found that charitable giving among users embodying threatened wildlife was highest when exposed to one versus several victims, though this effect was reversed if victims were of a different species. The findings demonstrate how animal embodiment in virtual reality alters processing of environmental threats and non-human casualty, thereby influencing conservation outcomes.