Organizational Research Methods, Ahead of Print.
Due to recent technological developments, vignette studies that have traditionally been done in text or video formats can now be done in immersive formats using virtual reality—but are such virtual reality video vignettes superior to traditional vignettes? To address this question, we examine participants’ experiences within a fictitious organization by comparing their responses to a relevant and particularly sensitive organizational phenomenon presented either through written text, a video recording, or a virtual reality experience. The results indicate that participants prefer more immersive methods, and that these increase their attention to critical study details. Moreover, this augments the effect sizes of several measured employee reactions—particularly those with high emotional content—suggesting that virtual reality technology offers a promising avenue for developing ecologically valid vignette studies to measure employee affect. To facilitate and expediate the use of virtual reality video vignettes in organizational research, we provide organizational scholars with a step-by-step instructional guide to develop immersive vignette studies.