The Attribution Effect: An Exploration of Self-Focused Augmented Reality, Causal Attributions of Risk, and Vaccination Intentions During Covid-19 (Preprint)
BACKGROUND Self-focused augmented reality (AR) technologies layer one’s self-reflection with digital content. This design feature is growing in popularity through applications such as Instagram and TikTok, presenting an opportunity to explore perceptual and behavioral implications that may have practical application in health communication and behavior change. OBJECTIVE While previous literature suggests an impact of self-focused AR on increased negative emotions towards a health threat, perceived threat severity and susceptibility, and mitigative behavioral intentions, we aimed to examine the impact of self-focus AR on causal attributions during the COVID-19 pandemic. METHODS A between-subjects web-based experiment was conducted to compare the causal attribution and vaccine intentions of participants in self-focused AR and non-self-focused conditions. RESULTS A total of 432 participants were included in the analysis. We found that experiencing a vaccine informational animation as self-focus AR predicted higher scores of participants' internal causal attributions towards the risk of contracting the virus (B = -1.10, SE = .43, 95% CI[-1.94,-.27], β = -.30, P = .01). However, self-focused AR effects on vaccination intentions were not significant. CONCLUSIONS Our results suggest that self-focused AR may be an effective strategy for health communications aiming to increase personal causal attributions.