Assessing the impact of cinematic virtual reality simulations on young drivers: behavior and physiological responses

Road safety is still a critical concern for all countries of the world since most of the reports state that traffic fatalities remain very high. Despite the reduction of fatal situations while driving, traffic collisions, especially due to unsafe behaviors, are the leading cause of death among young individuals. Governments use safety campaigns to promote safer driving, but traditional methods such as videos conveyed through 2D screens may have a limited impact. Cinematic Virtual Reality (CVR), with its immersive features, could offer a more effective way to deliver road safety messages. This study proposes a between-subject design to explore how CVR influences attitudes, behaviors, and physiological responses related to traffic safety. A sample of 95 young participants, split into two groups, watched either a fear-based or a positive-based 360° CVR video. They completed the Attitudes Towards Traffic Safety (ATTS) and Driving Behavior Questionnaire (DBQ) at different stages (before and after CVR experience and in follow-up condition), as well as a User Experience Questionnaire (UEQ) and a Virtual Reality Sickness Questionnaire (VRSQ). ECG data were collected during the CVR experience to assess physiological response. The results demonstrate that CVR significantly impacts safety attitudes and behavior, with a statistically stronger effect observed in the fear-based approach. Furthermore, CVR markedly impacts users’ physiological responses, as evidenced by ECG analysis. Physiological data underscore CVR’s effectiveness in engaging users and reveal that responses vary significantly based on the nature of the immersive experience, highlighting CVR’s potential as a targeted intervention tool for traffic safety education.