Scientific knowledge is still limited about the effect of commercial virtual reality content, such as experiences developed for advertising purposes, on individual emotional experience. In addition, even though correlations between emotional responses and perceived sense of presence in virtual reality have often been reported, the relationship remains unclear. Some studies have suggested an important effect of ease of interaction on both emotions and the sense of presence, but only a few studies have scientifically explored this topic. Within this context, this study aimed to: (a) test the effect of inducing positive emotions of a commercial virtual experience developed for the promotion of an urban renewal project, (b) investigate the relationship between positive emotions and the perceived sense of presence, and (c) explore the association between the ease of interaction of the virtual experience with positive emotions and the sense of presence reported by the users. Sixty-one participants were recruited from visitors to the 2017 Milan Design Week “Fuorisalone” event. A survey was administered before and after the experience to collect information about users' demographics, positive emotions, sense of presence, and the ease of interaction with the virtual content. Results give evidence that: (a) the commercial virtual reality experience was able to induce positive emotions; (b) the positive emotions reported by users were associated with the sense of presence experienced in the virtual environment, with a directional effect from emotion to sense of presence; and (c) the easier the interaction, the more the sense of presence and positive emotions were reported by users.

The purpose of this study was to establish ecological validity and initial construct validity of the virtual reality version of the Multiple Errands Test based on NeuroVR software as an assessment tool for executive functions. In particular, the Multiple Errands Test is an assessment of executive functions in daily life which consists of tasks that abide by certain rules and is performed in a shopping mall-like setting where there are items to be bought and information to be obtained. The study population included three groups: post-stroke participants ( n = 9), healthy young participants ( n = 10), and healthy older participants ( n = 10). The general purpose of the study was investigated through the following specific objectives: (1) to examine the relationships between the performance of three groups of participants in the Virtual Multiple Errands Test (VMET) and in the traditional neuropsychological tests employed to assess executive functions; and (2) to compare the performance of post-stroke participants to those of healthy young and older controls in the Virtual Multiple Errands Test and in the traditional neuropsychological tests employed to assess executive functions. Correlations between Virtual Multiple Errands Test variables and some traditional executive functions measures provide preliminary support for the ecological and construct validity of the VMET; further performance obtained at the Virtual Multiple Errands Test provided a distinction between the clinical and healthy population, and between the two age control groups. These results suggest a possible future application of such an ecological approach for cognitive assessment and rehabilitation of stroke patients and elderly population with age-related cognitive decline.