Biting the forbidden fruit: The effect of flirting with a virtual agent on attraction to real alternative and existing partners

Virtual encounters are becoming increasingly frequent. These encounters have the dual potential for either posing a threat to existing relationships or promoting relationship stability. Three studies investigated whether interacting with a flirtatious virtual human would inoculate individuals against the allure of real alternative partners. In all studies, partnered participants conversed with a virtual bartender of the other gender who behaved either seductively or neutrally. Then, participants interacted with a real other-gender human being and rated their perceptions of both targets. In Study 1, an attractive confederate interviewed participants. In Study 2, a confederate sought participants’ help and recorded their helping behavior. In Study 3, participants interacted with their current partner. Results indicated that following the flirtatious virtual encounter, participants devalued the interviewer's attractiveness, invested less time in helping the confederate, and desired their partner more. This research is the first to show that interacting with a virtual agent promotes real-world relationships.