Beyond Reality: Exploring the effect of different virtual reality environments on visual assessment of cakes

• Type: Article in International Scientific Journal
• Date: 2024

Authors

Alba-Martínez, J (Author) Other; Alcañiz, M (Author) Other; Martínez-Monzó, J (Author) Other; Cunha, LM (Author) FCUP; García-Segovia, P (Author) Other

Journal

Title: Food Research International

Vol. 179

ISSN: 0963-9969

Publisher: Elsevier

Indexing

ISI Web of Knowledge - 0 Citations

Scopus

Other information

Authenticus ID: P-010-0VD

DOI: 10.1016/j.foodres.2024.114019

Abstract (EN): Visual assessment triggers physiological, emotional, and cognitive responses in consumer behavior. This confluence of signals can be influenced by context, which plays a crucial role in eating behavior. The strategies used to evoke scenarios that enhance ecological validity in sensory experiences have evolved in the last years to include immersive technologies and virtual reality (VR) to simulate the complexity of the real world and predict consumer preferences. This study explored VR's effect on visual liking and hedonic responses of five virtual cakes in two virtual contexts designed with advanced 3D modeling and photogrammetry techniques to ensure high realism and immersion. Although the virtual contexts themselves did not impact liking ratings, the variables context-cake, age, and subjective hunger had a significant effect on the visual liking of cakes. A Check-AllThat-Apply (CATA) questionnaire showed significant differences in responses for various terms related to the intrinsic and extrinsic characteristics of the five cakes. Finally, the internal preference map separated two consumer patterns of visual liking: traditional versus innovative.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 8