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This study aims to pilot-test the acceptability, feasibility, preliminary efficacy and user experience of an animated virtual reality (VR) game (“Goliath: Playing with Reality”) aimed at reducing stigma related to psychosis and schizophrenia among health-care students and trainees.

A mixed-methods design was used. Sixteen trainee clinical psychologists with experience working with service users with psychosis/schizophrenia engaged with the VR game using a headset and controllers, and completed measures before and after. Quantitative measures assessing intervention acceptability, appropriateness and feasibility were collected and analysed descriptively. These were complemented by qualitative feedback on user experience, analysed through content analysis. Pre- and post-intervention mental health stigma-related measures were also collected and analysed inferentially.

Most participants found the VR game acceptable, appropriate and feasible for reducing mental health stigma. Although there were no significant changes in stigma-related measures, participants were impressed by the immersive storytelling and the symbolic portrayal of psychosis. Participants also valued the educational aspect, empathised with people living with psychosis/schizophrenia and experienced a range of emotional reactions. However, participants noted usability concerns, and suggestions for improvement were made.

This is one of the first studies to show the potential of “Goliath: Playing with Reality” as a mental health educational intervention for health-care students and trainees. Drawing on narrative theory and immersive-interactive storytelling techniques, the VR game provides experiences that can foster narrative engagement and emotional connection, potentially enhancing its effectiveness in mental health stigma reduction efforts.

Unacceptable behaviour in retailing – negative customer deviance (NCD) is rising, damaging retailers financially. Current research investigates forms of NCD by addressing its impact on employees but overlooks its effects on bystander-customers and their retail channel preferences. As channel switching within retailing is increasing unprecedentedly, this research investigates its correspondence with NCD encounters.

This research uses structural equation modelling, based on data collection administered through a web-based survey of 1,008 customers of at least 16 years of age, to analyse the research model.

The findings reveal unexplored forms of NCD perceived by bystander-customers in retailing and their consequences, linking it to bystander-customers' ill-being, dissatisfaction with the shopping experience, a decrease in store commitment and an increase in their retail channel-switching intentions. Additionally, the research uncovers moderating variables.

This research tests NCD dimensions and effects on bystander-customers, which indicate the need for retailers to address shopping values, attitudes and commitment through corrective, proactive and long-term strategic actions.

As one of the first studies to investigate the impact of NCD on bystander-customers' intentions to switch from store-based to online shopping, strategies for retailers are developed to help diminish and control NCD-induced threats to bystander-customers.