Can We ‘Solve’ Anonymity in Economic Experiments? Virtual Humans in High-Immersive Environments as a Method of Identification

Abstract

The objective of this paper is to explore the potential of using virtual humans in Virtual Reality environments as a method to ensure participant anonymity while at the same time maintaining the dynamics of face-to-face interactions. Anonymity is a fundamental principle in experimental design, applied to avoid external pressures such as social desirability bias, concerns about social image, social sanctions, and attraction - or behavior - based preferences. It is essential to allow subjects’ decisions to reflect their true preferences in private circumstances. However, increased anonymity has been associated with a rise in the perceived social distance between players. While previous identification methods—such as showing a photograph or sharing a participant's name—have proven effective in encouraging contributions, they often compromise anonymity and deviate from established experimental protocols. In contrast, in our daily lives, we can seldom ensure complete anonymity in our actions. The study proposes the use of interactive avatars within highly immersive VR environments as an identifier providing anonymity while simultaneously reducing social distance by mimicking the nuances of real-world human engagements. Furthermore, virtual humans provide control over the social connectedness within interactions as their appearance and behavior can be adapted to isolate effects that are difficult to study in real-life settings.