Choose a lift and walk into it: Manifesting Choice Blindness in Real-life Scenarios using Immersive Virtual Reality

Arora, J., Gupta, M., Parnami, A.

In this paper, we propose the novel concept of manifesting the Choice Blindness paradigm in real-life scenarios through immersive Virtual Reality (VR). We designed a VR application wherein the participants encountered two-alternative choices regarding implicit racial bias. Our observations show that 92% of subjects failed to notice a mismatch in their choices, while 75% exhibited choice blindness, hence indicating a healthy scope for exploring choice blindness through virtual reality.

Publication

Jatin Arora, Manan Gupta, and Aman Parnami. 2019. Choose a lift and walk into it: Manifesting Choice Blindness in Real-life Scenarios using Immersive Virtual Reality. In The Adjunct Publication of the 32nd Annual ACM Symposium on User Interface Software and Technology (UIST '19). Association for Computing Machinery, New York, NY, USA.
doi>10.1145/3332167.3357123