Framing Innovation through Experience: Cognitive–Affective Mechanisms of Acceptance in Virtual Reality
(A2026-131955)

AUTHORS

Gabriele Torma, Aarhus University; Anne Peschel, Aarhus University; Jessica Aschemann-Witzel, Aarhus University; Marta Victoria, Aarhus University /Department of Mechanical and Production Engineering; Nora Mossing Krogsgaard-Jensen, Trinity College Dublin

ABSTRACT

This study explores how people make sense of agrivoltaics—a dual land-use innovation combining solar energy and agriculture—through immersive Virtual Reality (VR). Using a mixed-methods design centered on qualitative VR Voice data (N = 102), participants verbalized their thoughts while experiencing conventional solar parks and two agrivoltaic designs. Thematic analysis revealed dynamic reasoning processes: from distant, affective aesthetic impressions to close, cognitive understanding of dual-use benefits, in line with construal level theory. Survey results confirmed that agrivoltaics were perceived as greener, more innovative, and equally acceptable locally. The findings show how immersive engagement can reframe unfamiliar innovations from trade-offs to valued synergies, offering early guidance for innovation communication and diffusion.