A project exploring whether virtual reality experiences can generate authentic emotions and influence attitudes and behaviours, with implications for sustainability, culture and education.
The E-MOTIONS project has recently concluded. It was a national PRIN 2022 initiative launched in 2023 under the PNRR – NextGenerationEU programme, exploring the role of immersive technologies in emotional and decision-making processes and providing tools to understand their individual and organisational implications.
E-MOTIONS involved the Università Cattolica del Sacro Cuore as the lead institution, together with the Department of Management Engineering (DIG) and the Department of Electronics, Information and Bioengineering (DEIB) at Politecnico di Milano. Within the project, DIG was involved as a scientific partner, focusing in particular on the analysis of behaviours, decision-making processes and the managerial implications related to the adoption of virtual reality.
The starting question was straightforward: can virtual reality experiences evoke emotions as authentic as those experienced in the real world? And, more importantly, can these emotions influence the way we think and behave beyond the digital experience itself?
At the heart of the research were aesthetic emotions - those profound feelings that arise when encountering a breathtaking landscape, a work of art or a place imbued with meaning. Such emotions help shape lasting memories and, in some cases, guide our choices. Understanding these mechanisms is crucial for designing virtual environments that not only engage users, but also encourage responsible behaviours - from cultural tourism and heritage enhancement to sustainability education and civic engagement.
The research team adopted a multidisciplinary approach, combining psychological methods, physiological measurements (such as variations in bodily activity associated with emotional states) and behavioural analysis. The studies were conducted both in real-world settings and in immersive virtual environments developed specifically for the project, allowing for direct comparison between real and virtual experiences.
Among its key outcomes, the project produced an updated review of the international literature on virtual reality, emotional experience and sense of presence - the psychological feeling of truly “being there” within a digital environment. The team also designed and tested immersive virtual settings capable of eliciting intense aesthetic experiences, analysing how immersion and emotions influence attitudes, intentions and behaviours, particularly in relation to environmental protection.
The evidence gathered indicates that well-designed virtual reality experiences can elicit emotional responses comparable to those generated by real environments. These findings strengthen the debate on the societal role of immersive technologies and open up new perspectives for their responsible application across cultural, educational and organisational contexts.
European Union – NextGenerationEU – PNRR MUR (CUP: J53D23008210008)