Virtually in love: The role of anthropomorphism in virtual romantic relationships

Abstract Romantic relationships are a cornerstone of human nature. Today, these relationships can potentially be fulfilled by virtual agents. Although previous psychological research has examined how human needs can be met by anthropomorphized agents, it has neglected virtual romantic relationships. This paper introduces the concept of romantic anthropomorphism (i.e. giving a non‐human agent human‐like characteristics in a romantic context) to help understand virtual romance. In three laboratory studies, we used romantic video games (RVGs) to examine how romantic anthropomorphism predicts relationship authenticity, desire for real‐world relationship and mood (Studies 1A, 1B and 2) as well as real‐world interpersonal behaviour (Study 2). Study 1A revealed that romantic anthropomorphism of a virtual agent predicted desire for a real‐world relationship with the virtual agent and greater positive affect via feeling that the relationship built with the virtual agent was authentic. Study 1B replicated these results using a larger sample and a different RVG. Study 2 replicated these results, but revealed that playing RVGs failed to predict real‐world behaviour in a subsequent interaction with a human confederate. This research identifies a unique way that people find connection in the modern world and provides novel insight into the fields of anthropomorphism, virtual interactions and relationship science.