Sociality of facial expressions in immersive virtual environments: a facial EMG study.

Immersive virtual environment technology is increasingly used by psychologists as a tool for researching social influence in realistic, yet experimentally controllable, settings. The present study demonstrates the validity and reliability of facial electromyography as a marker of affect in immersive virtual environments and further shows that the mere presence of virtual humans is enough to elicit sociality effects on facial expressiveness. Participants viewed pleasant and unpleasant images in a virtual room either alone or with two virtual humans present. The patterns of smiling and frowning activity elicited by positive and negative stimuli in the virtual environment were the same as those found in laboratory settings. Moreover, when viewing positive stimuli, smiling activity was greater when two agents were present than in the alone condition. The results provide new psychophysiological evidence for the potency of social agents in immersive virtual environments.