Behavior Analysis in Virtual Geovisualizations: Towards Ecological Validity

The huge technological leap in recent years brought extensive possibilities of hypotheses testing in immersive virtual environments (VE) and geovisualizations. Traditional research standards require well controlled experiments with strict setting to bring valid data about human behaviour. Unfortunately, such experiments testify in a limited way about complex processes of human behavior and cognition and it is not usually possible to transfer their conclusions into real life. For various reasons, experiments are often strictly narrowed to reveal particular point, however for the price of external and ecological validity losses. With the use of VE, people can relive authentic simulation in controlled environment, providing ecological validity as well as huge deal of data, infinite options of experimental stimuli and simple customization and administration. In this paper we discuss the value added to virtual reality (VR) in the matter of ecological validity. We suggest procedures for behavioral analysis of interaction with 3D geovisualizations and outline possible applications.

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