Simulating Social Pressure: Evaluating Risk Behaviors in Construction Using Augmented Virtuality

Drawing on social influence and behavioral intention theories, coworkers' risk-taking serves as an “extra motive” —an exogenous factor—for risk-taking behaviors among workers in the workplace. Social influence theories have shown that social factors, such as social pressure and coworker risk-taking, may predict risk-taking behaviors and significantly affect decision-making. While immersive technologies have been widely used to create close-to-real simulations for construction safety-related studies, there is a paucity of research considering the impact of social presence in evaluating workers' risk decision-making within immersive environments. To bridge this gap, this study developed a state-of-the-art Augmented Virtuality (AV) environment to investigate roofers' risk-taking behaviors when exposed to social stressors (working alongside a safe/unsafe peer). In this augmented virtuality environment, a virtual peer with safe and unsafe behaviors was simulated in order to impose peer pressure and increase participants' sense of social presence. Participants were asked to install asphalt shingles on a physical section of a roof (passive haptics) while the rest of the environment was projected virtually. During shingle installation, participants' cognitive and behavioral responses were captured using psychophysiological wearable technologies and self-report measures. The results demonstrated that the developed AV model could successfully enhance participants' sense of presence and social presence while serving as an appropriate platform for assessing individuals' decision-making orientations and behavioral changes in the presence of social stressors. Such information shows the value of immersive technologies to examine the naturalistic responses of individuals without exposing them to actual risks.