we present a new framework for conducting controlled driving behavior studies based on multiuser networked 3-D virtual environments. The framework supports: 1) the simulation of multiuser immersive driving; 2) the visualization of surrounding traffic; 3) the specification and creation of reproducible traffic scenarios; and 4) the collection of meaningful driving behavior data. We use our framework to investigate the rubbernecking phenomenon, which refers to the slowing down of a driver due to an accident on the opposite side of the road, and its effect on the following drivers. The main contribution of the paper is the ScenarioMarkup Language (SML) framework, which is composed of: 1) the SML as a practical tool to specify dynamic traffic situations (e.g., an accident) and 2) the Scenario Control System to ensure the reproducibility of particular traffic situations, so that traffic engineers can obtain comparable data and draw valid conclusions. To demonstrate the effectiveness of our framework, we specified the traffic accident scenario in SML and conducted a study about the rubbernecking phenomenon.We report on the results of our study from two viewpoints: 1) the reproducibility of the traffic accident situation (i.e., state variables of interest are recreated successfully in 78% of the cases); and 2) the interactive car-following behavior of human subjects embedded in the traffic situation of the virtual environment. © 2013 IEEE.