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Soldavini AM, Diaz H, Ennis JM, Simons CT. Understanding the Effects of Smart-Speaker-Based Surveys on Panelist Experience in Immersive Consumer Testing. Foods 2023; 12:2537. [PMID: 37444274 DOI: 10.3390/foods12132537] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 05/05/2023] [Revised: 06/12/2023] [Accepted: 06/27/2023] [Indexed: 07/15/2023] Open
Abstract
Utilizing immersive technologies to reintroduce the environmental context (i.e., visual, auditory, and olfactory cues) in sensory testing has been one area of research for improving panelist engagement. The current study sought to understand whether pairing smart-speaker questionnaires in immersive spaces could positively affect the panelist experience through enhanced ecological validity. To this end, subjects performed an immersive consumer test in which responses were collected using a traditional computer-based survey, a smart-speaker approach incorporating a direct translation of the computer questionnaire into a verbal survey requiring numeric responses, and an optimized smart-speaker survey with alternative question formatting requiring spoken word-based responses. After testing, participants answered the Engagement Questionnaire (EQ) to assess participant engagement during the test, and the System Usability Scale (SUS) survey to understand the ease, and potential adoption, of using the various survey technologies in the study. Results indicated that the traditional computer-based survey was the most engaging (p < 0.001) and usable (p < 0.001), with no differences found between the two smart-speaker surveys (p = 0.803 and p = 0.577, respectively). This suggests that the proposed optimizations for the smart-speaker surveys were not robust enough to influence engagement and usability, and further research is needed to enhance their conversational capabilities.
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Affiliation(s)
- Ashley M Soldavini
- Department of Food Science & Technology, The Ohio State University, 2015 Fyffe Rd., Columbus, OH 43210, USA
| | - Hamza Diaz
- Aigora LLC, 2515 Whispering Oaks Ct., Midlothian, VA 23112, USA
| | - John M Ennis
- Aigora LLC, 2515 Whispering Oaks Ct., Midlothian, VA 23112, USA
| | - Christopher T Simons
- Department of Food Science & Technology, The Ohio State University, 2015 Fyffe Rd., Columbus, OH 43210, USA
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2
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Gouton MA, Dacremont C, Trystram G, Blumenthal D. Effect of perceptive enrichment on the efficiency of simulated contexts: Comparing virtual reality and immersive room settings. Food Res Int 2023; 165:112492. [PMID: 36869450 DOI: 10.1016/j.foodres.2023.112492] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [MESH Headings] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 05/23/2022] [Revised: 01/07/2023] [Accepted: 01/20/2023] [Indexed: 01/27/2023]
Abstract
This study was designed within the methodological framework of sensory and consumer sciences, where conventionally internal and external validity are approached separately (e.g. CLT vs HUT). Here is explored the added value of new immersive strategies, such as virtual reality, on their ability to achieve both: internal and external validity. This article presents a comparative study between different experimental setups, involving more than 270 consumers. Two different immersive setups were appraised, simulating the consumption episode 'eating a sandwich for lunch in a park': a context room (N = 57) and a VR environment (N = 55). We added two control conditions: a real park in summer (N = 56) and scenario-only in sensory booths (duplicated condition, N1 = 59, N2 = 52). A set of sandwiches were evaluated in a between-participants design, with one duplicated recipe for a reliability assessment. Participants evaluated samples on hedonic criteria and closed the experiment with a questionnaire measuring their level of immersion. After classification of the questionnaire variables, seven underlying dimensions were identified, with significant differences between conditions on the credibility of the environment and the scenario. As expected, with strong external validity, the simulated environments were more immersive than the conventional booth with scenario and less immersive than a real-life environment. Although the immersive conditions did not stand out from the other conditions on the product evaluation performance, all the conditions revealed a high level of internal validity. Mean scores and rankings of the products, participants' repeatability and discriminatory power remained comparable to the real park environment indices.
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Affiliation(s)
- Maëlle-Ahou Gouton
- Université Paris-Saclay, INRAE, AgroParisTech, UMR SayFood, 91120, Palaiseau, France; Centre des Sciences du Goût et de l'Alimentation, CNRS, INRAE, Institut Agro, Université de Bourgogne Franche-Comté, 21000 Dijon, France
| | - Catherine Dacremont
- Centre des Sciences du Goût et de l'Alimentation, CNRS, INRAE, Institut Agro, Université de Bourgogne Franche-Comté, 21000 Dijon, France
| | - Gilles Trystram
- Université Paris-Saclay, INRAE, AgroParisTech, UMR SayFood, 91120, Palaiseau, France
| | - David Blumenthal
- Université Paris-Saclay, INRAE, AgroParisTech, UMR SayFood, 91120, Palaiseau, France.
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3
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Torrico DD, Mehta A, Borssato A. New methods to assess sensory responses: A brief review of innovative techniques in sensory evaluation. Curr Opin Food Sci 2022. [DOI: 10.1016/j.cofs.2022.100978] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 12/14/2022]
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4
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A preliminary investigation on the effect of immersive consumption contexts on food-evoked emotions using facial expressions and subjective ratings. Food Qual Prefer 2022. [DOI: 10.1016/j.foodqual.2022.104572] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/18/2022]
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5
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Yang Q, Nijman M, Flintham M, Tennent P, Hidrio C, Ford R. Improving simulated consumption context with virtual Reality: A focus on participant experience. Food Qual Prefer 2022. [DOI: 10.1016/j.foodqual.2022.104531] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.5] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/15/2022]
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6
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Romeo‐Arroyo E, Mora M, Pazos N, Deba‐Rementeria S, Vázquez‐Araújo L. Effect of product properties and context on the perception of sweetness and liking: A case study with butter cookies. J SENS STUD 2022. [DOI: 10.1111/joss.12740] [Citation(s) in RCA: 3] [Impact Index Per Article: 1.5] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 12/23/2022]
Affiliation(s)
- Elena Romeo‐Arroyo
- BCC Innovation, Centro Tecnológico en Gastronomía Basque Culinary Center Donostia‐San Sebastián Spain
- Basque Culinary Center, Facultad de Ciencias Gastronómicas Mondragon Unibersitatea Donostia‐San Sebastián Spain
| | - María Mora
- BCC Innovation, Centro Tecnológico en Gastronomía Basque Culinary Center Donostia‐San Sebastián Spain
- Basque Culinary Center, Facultad de Ciencias Gastronómicas Mondragon Unibersitatea Donostia‐San Sebastián Spain
| | - Nahuel Pazos
- BCC Innovation, Centro Tecnológico en Gastronomía Basque Culinary Center Donostia‐San Sebastián Spain
| | - Shuyana Deba‐Rementeria
- BCC Innovation, Centro Tecnológico en Gastronomía Basque Culinary Center Donostia‐San Sebastián Spain
- Basque Culinary Center, Facultad de Ciencias Gastronómicas Mondragon Unibersitatea Donostia‐San Sebastián Spain
| | - Laura Vázquez‐Araújo
- BCC Innovation, Centro Tecnológico en Gastronomía Basque Culinary Center Donostia‐San Sebastián Spain
- Basque Culinary Center, Facultad de Ciencias Gastronómicas Mondragon Unibersitatea Donostia‐San Sebastián Spain
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7
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Text Mining with Network Analysis of Online Reviews and Consumers’ Satisfaction: A Case Study in Busan Wine Bars. INFORMATION 2022. [DOI: 10.3390/info13030127] [Citation(s) in RCA: 3] [Impact Index Per Article: 1.5] [Reference Citation Analysis] [Abstract] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/16/2022] Open
Abstract
With the growth of internet technology, customers are sharing up their experiences. Hence, these types of customer experiences are spreading rapidly as a source of online reviews. For this reason, online reviews have become a critical source of information that influences customers’ purchase intentions and behavior. Thus, businesses should monitor online reviews to understand the customer experience and increase customer satisfaction and loyalty. This study attempts to identify essential characteristics for positive online reviews of wine bars and examine the structural relationships of these attributes. To accomplish this purpose, a total of 1,337 online reviews were collected from Google Travel and analyzed. The frequency analysis was performed using text mining to determine the most frequently referred to attributes, and the semantic network analysis, factor analysis, and regression analysis were conducted to understand customer experience and satisfaction of wine bars located in Busan, South Korea. The results show that the top 50 keywords identified from the online reviews were categorized as four groups—‘Atmosphere’, ‘Service’, ‘Date and Location’, and ‘Menu’. The results of the factor analysis reduced the original dimension of 48 keywords to 16 keywords and classified them into six factors, namely, ‘Service’, ‘Staff’, ‘Menu’, ‘Environment’, ‘Recommendation’ and ‘Atmosphere’. Based on these results, implications for sustainable wine bar marketing strategies were suggested.
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8
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Pairing a beer with a soundtrack: Is it guided by geographical identity? Food Qual Prefer 2022. [DOI: 10.1016/j.foodqual.2021.104432] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/20/2022]
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9
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Cotter MT, Peterson DG, Simons CT. The impact of multi-session testing on panelist engagement measured by the engagement Questionnaire (EQ). Food Qual Prefer 2022. [DOI: 10.1016/j.foodqual.2021.104412] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.5] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/29/2022]
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10
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Marques C, Correia E, Dinis LT, Vilela A. An Overview of Sensory Characterization Techniques: From Classical Descriptive Analysis to the Emergence of Novel Profiling Methods. Foods 2022; 11:foods11030255. [PMID: 35159407 PMCID: PMC8834440 DOI: 10.3390/foods11030255] [Citation(s) in RCA: 19] [Impact Index Per Article: 9.5] [Reference Citation Analysis] [Abstract] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 12/17/2021] [Revised: 01/05/2022] [Accepted: 01/12/2022] [Indexed: 12/12/2022] Open
Abstract
Sensory science provides objective information about the consumer understanding of a product, the acceptance or rejection of stimuli, and the description of the emotions evoked. It is possible to answer how consumers perceive a product through discriminative and descriptive techniques. However, perception can change over time, and these fluctuations can be measured with time-intensity methods. Instrumental sensory devices and immersive techniques are gaining headway as sensory profiling techniques. The authors of this paper critically review sensory techniques from classical descriptive analysis to the emergence of novel profiling methods. Though research has been done in the creation of new sensory methods and comparison of those methods, little attention has been given to the timeline approach and its advantages and challenges. This study aimed to gather, explain, simplify, and discuss the evolution of sensory techniques.
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Affiliation(s)
- Catarina Marques
- Centre for the Research and Technology of Agro-Environmental and Biological Sciences (CITAB), University of Trás-os-Montes and Alto Douro, Apartado 1013, 5001-801 Vila Real, Portugal; (C.M.); (L.-T.D.)
| | - Elisete Correia
- Center for Computational and Stochastic Mathematics (CEMAT), Department of Mathematics, University of Trás-os-Montes and Alto Douro, Apartado 1013, 5001-801 Vila Real, Portugal;
| | - Lia-Tânia Dinis
- Centre for the Research and Technology of Agro-Environmental and Biological Sciences (CITAB), University of Trás-os-Montes and Alto Douro, Apartado 1013, 5001-801 Vila Real, Portugal; (C.M.); (L.-T.D.)
| | - Alice Vilela
- Chemistry Research Centre (CQ-VR), Department of Biology and Environment, School of Life Science and Environment, University of Trás-os-Montes e Alto Douro, Apartado 1013, 5001-801 Vila Real, Portugal
- Correspondence:
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11
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Giezenaar C, Hort J. A narrative review of the impact of digital immersive technology on affective and sensory responses during product testing in digital eating contexts. Food Res Int 2021; 150:110804. [PMID: 34863496 DOI: 10.1016/j.foodres.2021.110804] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 07/26/2021] [Revised: 10/14/2021] [Accepted: 11/01/2021] [Indexed: 10/19/2022]
Abstract
The environments and/or contexts typically used to determine consumer affective and sensory responses have been questioned for their ecological validity. However, conducting consumer testing in real-life scenarios is costly, logistically complex, and hard to standardise between participants due to a lack of control over external cues and product preparation. Immersive environments, representative of product consumption contexts, may provide more ecologically valid data. Recently, digital immersion technologies have been proposed to contextualise consumer studies whilst maintaining experimental control. This narrative review summarised published consumer studies including digital immersion in addition to traditional sensory booths and/or a real-life immersive contexts in their study design, to measure the impact of these contexts on liking, emotional response and intensity of sensory attributes. The findings suggest that emotional response ratings are more comparable to real-life, and that consumer engagement and reliability increases, when testing is conducted using digital immersive techniques compared to traditional sensory booths. Therefore, digital immersive techniques look promising to improve ecological validity of consumer testing, but further development and research is required.
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Affiliation(s)
- Caroline Giezenaar
- Food Experience and Sensory Testing (Feast) Lab, Massey University, Palmerston North 4410, New Zealand
| | - Joanne Hort
- Food Experience and Sensory Testing (Feast) Lab, Massey University, Palmerston North 4410, New Zealand; Riddet Institute, Massey University, Palmerston North 4410, New Zealand.
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12
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The Role of Immersive Environments in the Assessment of Consumer Perceptions and Product Acceptance: A Systematic Literature Review. Food Qual Prefer 2021. [DOI: 10.1016/j.foodqual.2021.104490] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.3] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 12/18/2022]
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13
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Sinesio F, Moneta E, Di Marzo S, Zoboli GP, Abbà S. Influence of wine traits and context on liking, intention to consume, wine-evoked emotions and perceived sensory sensations. Food Qual Prefer 2021. [DOI: 10.1016/j.foodqual.2021.104268] [Citation(s) in RCA: 7] [Impact Index Per Article: 2.3] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/16/2022]
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14
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Xu C, Siegrist M, Hartmann C. The application of virtual reality in food consumer behavior research: A systematic review. Trends Food Sci Technol 2021. [DOI: 10.1016/j.tifs.2021.07.015] [Citation(s) in RCA: 5] [Impact Index Per Article: 1.7] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 02/07/2023]
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15
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16
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van Bergen G, Zandstra E, Kaneko D, Dijksterhuis G, de Wijk R. Sushi at the beach: Effects of congruent and incongruent immersive contexts on food evaluations. Food Qual Prefer 2021. [DOI: 10.1016/j.foodqual.2021.104193] [Citation(s) in RCA: 8] [Impact Index Per Article: 2.7] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 01/16/2023]
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17
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Lichters M, Möslein R, Sarstedt M, Scharf A. Segmenting consumers based on sensory acceptance tests in sensory labs, immersive environments, and natural consumption settings. Food Qual Prefer 2021. [DOI: 10.1016/j.foodqual.2020.104138] [Citation(s) in RCA: 9] [Impact Index Per Article: 3.0] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 12/17/2022]
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18
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Barbosa Escobar F, Petit O, Velasco C. Virtual Terroir and the Premium Coffee Experience. Front Psychol 2021; 12:586983. [PMID: 33815192 PMCID: PMC8013734 DOI: 10.3389/fpsyg.2021.586983] [Citation(s) in RCA: 8] [Impact Index Per Article: 2.7] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 07/24/2020] [Accepted: 02/09/2021] [Indexed: 11/13/2022] Open
Abstract
With its origin-centric value proposition, the specialty coffee industry seeks to educate consumers about the value of the origin of coffee and how the relationship with farmers ensures quality and makes coffee a premium product. While the industry has widely used stories and visual cues to communicate this added value, research studying whether and how these efforts influence consumers' experiences is scarce. Through three experiments, we explored the effect of images that evoke the terroir of coffee on the perception of premiumness. Our results revealed that online images that resembled the broad origin of coffee (i.e., a farm) could influence premiumness expectations of coffee (Experiment 1). Similarly, a virtual reality environment that depicted this broad origin (vs. a control but not a city atmosphere) could enhance the perception of coffee premiumness for non-expert consumers (Experiment 2) and the enjoyment of the experience for coffee professionals (Experiment 3). Importantly, we found that congruence between the coffee and the virtual reality (VR) atmospheres mediated how much non-experts enjoyed the experience (Experiment 2). VR atmospheres also influenced expectations of sweetness and acidity for non-experts (Experiment 2). These findings serve as a steppingstone for further exploration of the effects of congruence between visual cues and product/brand attributes on premiumness expectations and perception, and more generally on consumer experience. From a practical standpoint, this study provides insights into key aspects for the development of immersive virtual product experiences.
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Affiliation(s)
- Francisco Barbosa Escobar
- Department of Food Science, Faculty of Science and Technology, Aarhus University, Aarhus, Denmark.,Centre for Multisensory Marketing, Department of Marketing, BI Norwegian Business School, Oslo, Norway
| | - Olivia Petit
- Department of Marketing, Kedge Business School, Marseille, France
| | - Carlos Velasco
- Centre for Multisensory Marketing, Department of Marketing, BI Norwegian Business School, Oslo, Norway
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19
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Faraone N, Hillier NK, McSweeney MB. A preliminary investigation into participants' reactions to a sensory trial investigating a cannabis edible. J SENS STUD 2020. [DOI: 10.1111/joss.12624] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/30/2022]
Affiliation(s)
- Nicoletta Faraone
- Department of Chemistry Acadia University Wolfville Nova Scotia Canada
| | - Neil Kirk Hillier
- Department of Biology Acadia University Wolfville Nova Scotia Canada
| | - Matthew B. McSweeney
- School of Nutrition and Dietetics Acadia University Wolfville Nova Scotia Canada
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Hannum ME, Forzley S, Popper R, Simons CT. Further validation of the engagement questionnaire (EQ): Do immersive technologies actually increase consumer engagement during wine evaluations? Food Qual Prefer 2020. [DOI: 10.1016/j.foodqual.2020.103966] [Citation(s) in RCA: 7] [Impact Index Per Article: 1.8] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 10/24/2022]
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21
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Zandstra E, Kaneko D, Dijksterhuis G, Vennik E, De Wijk R. Implementing immersive technologies in consumer testing: Liking and Just-About-Right ratings in a laboratory, immersive simulated café and real café. Food Qual Prefer 2020. [DOI: 10.1016/j.foodqual.2020.103934] [Citation(s) in RCA: 8] [Impact Index Per Article: 2.0] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 01/03/2023]
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22
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Effects of Context and Virtual Reality Environments on the Wine Tasting Experience, Acceptability, and Emotional Responses of Consumers. Foods 2020; 9:foods9020191. [PMID: 32075018 PMCID: PMC7073756 DOI: 10.3390/foods9020191] [Citation(s) in RCA: 28] [Impact Index Per Article: 7.0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 01/24/2020] [Revised: 02/05/2020] [Accepted: 02/10/2020] [Indexed: 02/03/2023] Open
Abstract
Wine tasting is a multidimensional experience that includes contextual information from tasting environments. Formal sensory tastings are limited by the use of booths that lack ecological validity and engagement. Virtual reality (VR) can overcome this limitation by simulating different environmental contexts. Perception, sensory acceptability, and emotional responses of a Cabernet Sauvignon wine under traditional sensory booths, contextual environments, and VR simulations were evaluated and compared. Participants (N = 53) performed evaluations under five conditions: (1) traditional booths, (2) bright-restaurant (real environment with bright lights), (3) dark-restaurant (real environment with dimly lit candles), (4) bright-VR (VR restaurant with bright lights), and (5) dark-VR (VR restaurant with dimly lit candles). Participants rated the acceptability of aroma, sweetness, acidity, astringency, mouthfeel, aftertaste, and overall liking (9-point hedonic scale), and intensities of sweetness, acidity, and astringency (15-point unstructured line-scale). Results showed that context (booths, real, or VR) affected the perception of the wine’s floral aroma (dark-VR = 8.6 vs. booths = 7.5). Liking of the sensory attributes did not change under different environmental conditions. Emotional responses under bright-VR were associated with “free”, “glad”, and “enthusiastic”; however, under traditional booths, they were related to “polite” and “secure”. “Nostalgic” and “daring” were associated with dark-VR. VR can be used to understand contextual effects on consumer perceptions.
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