Me, myself, and I: Image concerns and honesty in immersive VR

We investigate how image concerns in high-immersive virtual reality (VR) can influence ethical behavior. We set up a VR-based laboratory experiment in which participants can increase their payoff by being dishonest, and implement treatments that are expected to trigger self-image and social-image concerns known from non-VR environments. Our results suggest that these simple cues fail to have similar effects in VR. We lay out several mechanisms rooted in self-discrepancy theory and the concept of avatar identification that can prevent image concerns from unfolding in VR. We discuss how, in high-immersive virtual environments, these mechanisms may intertwine and offset each other. We suggest the practical relevance of our study in light of the anticipated increase in metaverse use.