Am I a Bunny? The Impact of High and Low Immersion Platforms and Viewers’ Perceptions of Role on Presence, Narrative Engagement, and Empathy during an Animated 360° Video

This study used both quantitative and qualitative data to assess whether a High Immersion viewing platform (virtual reality headset) elicits stronger feelings of narrative engagement and empathy compared to a Low Immersion platform (smartphone) when viewing an animated 360° video. In line with prior research, participants (N = 65) reported greater feelings of presence in the High Immersion condition compared to Low Immersion. However, immersive condition was not significantly related to narrative engagement or empathy. Interview responses revealed that participants’ perceptions of their role in the film experience (i.e., Character, Observer, or Other/Not Sure) varied and were significantly related to narrative engagement. Participants who saw themselves as a Character (versus Observer) reported higher narrative engagement and empathy. Findings suggest that although a more immersive viewing platform can enhance presence during a 360° video experience, a clear understanding of viewer role is both difficult to achieve and critical to story comprehension and empathy.