On conducting ethically sound psychological science in the metaverse.

Possibilities for decision science in the metaverse.

“…We believe that a focus on how human JDM is shaped by advanced technologies comprising the metaverse has the potential to unite the expanding but increasingly fragmented field of JDM. Finally, as we noted elsewhere (Cockerton et al, 2024), undertaking research in a world where the physical and virtual realms merge, presents novel and distinct ethical challenges that are not currently addressed by existing guidelines. While being mindful of these challenges, we contend that the metaverse will enable decision scientists to gain a deeper and more holistic understanding of human JDM as it currently stands, as well as how it will “evolve” as individuals increasingly live their lives in the virtual world.…”

“…We suggest that the metaverse will provide decision scientists with (1) digital information on (2) users’ or research participants’ virtual representations and environments, (3) social networks, and (4) the operation of virtual worlds, which is (5) integrated from all digital devices they use. Each of these five so-called “domains” of the metaverse (i.e., digitalization, virtualization, social networks, virtual world, and data integration; see Cockerton et al, 2024) affords opportunities for research on human JDM but also poses challenges for researchers. Below, we identify several ways in which information collected from users (or research participants) in the metaverse could provide valuable insights into human JDM, and we highlight the challenges that decision scientists may face in doing so.…”

“…It can also improve researchers’ ability to peer inside the “black box” (Ha et al, 2022; Pala et al, 2022) as well as go beyond paramorphic representations of human JDM (Einhorn et al, 1979; Hoffman, 1960). However, there are privacy concerns associated with accessing and analyzing personal and sensitive digital data from the metaverse (see Cockerton et al, 2024). Researchers will also need to be trained to use metaverse-related technologies along with the digital data they generate.…”

“…Realistically, however, the representativeness of participant samples will depend on the accessibility of metaverse-related technologies. From an ethical standpoint, data from “bystanders” or those who have not consented to participate in research (or refused consent) may be difficult to exclude (see Cockerton et al, 2024). Researchers may also be held accountable for safeguarding participants during social interactions in the metaverse.…”

“…The main goals of our article are to explore the potential ways in which human interaction with the metaverse could affect judgment and decision making (JDM) both within the metaverse and beyond in the physical world and to consider the research opportunities that the metaverse may afford decision scientists as well as the challenges posed in taking such opportunities. Our interest in this topic arises from our empirical work on the impact of technology on marketing and consumer behavior (e.g., Annamma et al, 2022; Zhu, 2023; Zhu & Meyer, 2017; Zhu et al, 2020) and our theoretical work on the ethical issues involved in conducting psychological research in the metaverse (Cockerton et al, 2024). The article is divided into three main sections.…”