Virtual embodiment of civic heroes preserves the conflict associated with anti-mafia intentions and enhances physiological discomfort in response to mafia-related crime

Although Mafia-type criminal organizations (MCOs) exert severe societal harm, evidence-based interventions fostering anti-mafia motives remain scarce. We investigated whether embodying virtual heroic characters enhances opposition to MCOs. Italian participants embodied one of three avatars: an anti-mafia hero (N = 24), a firefighter (i.e., mafia-unrelated hero; N = 22), or a common person (N = 25). Implicit and explicit anti-mafia attitudes and intentions, cognitive conflict regarding anti-mafia intentions, and subjective and physiological discomfort toward virtual agents labeled as innocents, criminals, or mafia members were assessed. Avatar type did not differentially influence anti-mafia attitudes or intentions. Moreover, unlike embodying a common person, embodying heroic avatars did not reduce cognitive conflict elicited by anti-mafia intentions. Notably, heroes’ embodiment elicited greater physiological discomfort when participants encountered mafia-related agents compared with innocents. We suggest that the duties and perceived dangers associated with heroic roles may heighten discomfort, thereby limiting the enhancement of anti-mafia motives.