de-Magistris, TizianaLópez Galán, Belinda SusanBallco, Petjon2021-06-032021-06-032021Journal of Agricultural Economics, in press, (2021)http://hdl.handle.net/10532/5420We examine whether projection bias is also present in virtual environments. Two hypotheses were tested using a between-subject experiment with three conditions: (i) experimental context (virtual vs. real); (ii) consumption periods (today vs. tomorrow); and (iii) appetite level (hungry vs. satiated). An exact replication of the virtual supermarket was performed in a real supermarket setting to test for robustness. The findings indicate the presence of a projection bias in the virtual reality setting. The robustness test used to compare a virtual and a real purchase at the supermarket showed that subjects in the virtual environment behave similarly to those in a real supermarket. These results validate our findings and highlight virtual reality use as a new tool for investigating consumer behaviour in food research.enAtribución-NoComercial-SinDerivadas 3.0 EspañaJournal ContributionComportamiento del consumidorExperimentaciónDiseño experimentalMétodos de ensayo