Using immersive technologies to explore the effects of congruent and incongruent contextual cues on context recall, product evaluation time, and preference and liking during consumer hedonic testing

"That Looks Like My Kitchen!" - Personalized context by usage frequency and familiarity influences consumer perception and liking of chicken nuggets in VR

Restoring relevant context during consumer sensory testing using virtual reality (VR) technologies may facilitate evaluations reflective of real-world experiences, enabling reliable data collection to better predict product success. Prior research has applied the same consumption scenario to all participants without accounting for variations in individual consumption habits. Thus, a consumption scenario of low personal relevance can lead to misleading conclusions. This study aimed to investigate how personal relevance (usage frequency and similarity) of a consumption environment influences consumer perception and acceptance during product evaluations. Using a VR system, 63 consumers evaluated four commercial frozen chicken nuggets in three virtual environments one week apart: sensory booth, high-relevance kitchen, and low-relevance kitchen. Participants assessed the products virtually on overall liking, Check-All-That-Apply (CATA) on 20 attributes, and purchase intent. They also completed a virtual presence and engagement questionnaire after testing. Results found better product discrimination in both kitchen environments compared to the booth as demonstrated in more post-hoc statistical subgroups (p's < 0.05) on liking and purchase intent. Additionally, more significant product differences were found among CATA attributes in the kitchens. CATA penalty-lift analyses indicated that sensory attributes had more pronounced positive and negative impacts on liking in the high relevance kitchen, followed by the low relevance kitchen, and lastly the booth. Consumers were equally present and engaged during testing across conditions (p's > 0.05). Results suggest providing a personally relevant consumption environment via VR technologies for consumer testing generated more discriminating data that can improve the quality of consumer insights.

Sensory Analysis Performed within Augmented Virtuality System: Impact on Hedonic Scores, Engagement, and Presence Level

Sensory analysis methodologies are performed in sensory booths designed to minimise external stimuli, lacking ecological validity. Immersive environments are used to introduce contextual cues, but there is a lack of studies using mixed reality systems. The main goal of this study was to evaluate an augmented virtuality (AV) system where participants are inserted into a virtual environment and evaluate a real product, being able to interact with both dimensions. A panel of 102 consumers evaluated five samples of commercial peach nectars in three sessions, each in a different environment: public food court, living room (AV environments), and laboratory (traditional sensory booth). Consumers rated overall liking, followed by open comments, and also answered an Engagement (EQ) and a Presence Questionnaire (PQ). The type of environment only affected hedonic discrimination among samples, with the laboratory setting being the only one with sample discrimination. Nonetheless, each sample was not evaluated differently across the different environments. Concerning engagement, the environment only significantly influenced the EQ's 'Affective Value' factor, being higher when using an AV system. The level of presence in the virtual environment was significantly higher in the public food court, being significantly correlated with the EQ factor scores.

Assessment of a virtual sensory laboratory for consumer sensory evaluations

As technology advances in the field of food sciences, the sensory experience of food consumption remains complex and influenced by various factors. Traditional consumer testing, often conducted in isolated booth environments, presents challenges in terms of construct validity and user engagement for perception formation. The growing accessibility and sophistication of virtual reality (VR) technology offer a promising avenue for research. This study focuses on the assessment of a virtual sensory laboratory, seamlessly integrating traditional sensory practices into the virtual realm to explore disparities in consumer responses, especially in sensory analysis. The virtual laboratory, designed for compatibility with VR gear, closely resembles a sensory booth. The virtual environment enables the researchers to change the visual clues of the products being tested as well as the surroundings (e.g., colors, furniture, or even the environment). Additionally, the level of immersion can be enhanced by playing any type of music, if needed. One crucial question is to assess the opinions of the participants, if they feel comfortable in the created environment. Specific participant numbers are omitted, and the study engages participants. The success of this initiative could signify a substantial advance in analysis and cost savings, adding a layer of significance to the study's potential impact on optimizing research practices. The study lays the groundwork for optimal VR practices and anticipates further exploration with immersive elements to deepen our understanding of how virtual reality influences consumer behaviour in food selection compared to traditional sensory methods.

How multisensory perception promotes purchase intent in the context of clothing e-customisation

With the continuing development of internet technologies, an increasing number of consumers want to customise the products they buy online. In order to explore the relationship between perception and purchase intent, a conceptual framework was developed that was based on the link between multisensory perception, positive emotions, and purchase intent in fashion e-customisation marketing. We discuss the outcomes derived from consumers' experiences in fashion e-customisation and analyse the relationships between variables. Questionnaires were used to collect data for this quantitative study (n = 398 participants). The data was analysed using factor analysis, correlation analysis, and regression analysis. The findings contribute to the field of clothing e-customisation by identifying the effects of visual perception, haptic imagery, and auditory stimulation on arousal, and purchase intent. Visual perception and haptic imagery exerted a positive influence over dominance. We also identify the effects of arousal and dominance on purchase intent, and assess the mediating effects of these variables on visual perception, haptic mental imagery, and purchase intent. The results highlight how fashion e-customisation marketing strategies can be adopted by managers in order to increase positive emotions and how multisensory perception can potentially be used to influence consumers' purchase behaviour.

Customer Engagement in Multi-Sensory Virtual Reality Advertising: The Effect of Sound and Scent Congruence

Despite the power of VR in immersing viewers in an experience, it generally only targets viewers via visual and auditory cues. Human beings use more senses to gather information, so expectedly, the full potential of this medium is currently not yet tapped. This study contributes in answering two research questions: (1) How can conventional VR ads be enriched by also addressing the forgotten sense of smell?; and (2) Does doing so indeed instill more engaging experiences? A 2 × 3 between-subjects study (n = 235) is conducted, whereby an existing branded VR commercial (Boursin Sensorium Experience) is augmented with “sound” (on/off) and (congruent/incongruent/no) “scents.” The power of these sensory augmentations is evaluated by inspecting emotional, cognitive and conative dimensions of customer engagement. The results identify product-scent congruence (with sound) as a deal-maker, albeit product-scent incongruence is not necessarily a deal-breaker. The article concludes with further research avenues and a translation into managerial implications.

A narrative review of the impact of digital immersive technology on affective and sensory responses during product testing in digital eating contexts

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.

Linking producers' and consumers' perceptions in the valorisation of non-timber forest products: An analysis of Ogiek forest honey

This work aims to present a multidisciplinary approach that combines methodologies from economic anthropology and sensory science to valorise non-timber forest products; this is performed by using Kenyan forest honey as a case study to foster a positive alignment between producers and consumers living in the target market. Firstly, ethnographic research was carried out in Kenya to analyse the core competences of the forest honey producers (n = 20) and to select honey samples for the sensory evaluation. Secondly, a consumer test was performed in Italy to investigate the perception of the sensory properties by using a rate-all-that-apply test and its hedonic responses for six forest honeys by subjects living in Italy (n = 50). Based on the producers' perceptions of the definition of the harvesting area and the floral origin of the honeys, an indigenous classification was outlined. The key core competences of the producers centred around the traditional method of production. The harvesting area was determinant in the preference of the interviewees, being forest honeys produced from the nectar of indigenous melliferous species, from which originate the most appreciated products. Similarly, results from the consumer test showed that harvesting area and the floral origin influenced the hedonic response. Moreover, the drivers of liking (e.g. intense colour, clear appearance, smoked flavour) and disliking (e.g., granularity, opaque appearance) were identified. The paper suggests a development trajectory that promotes the commercial potential of local production but preserves the heritage thereof. The approach is potentially applicable to all marginalised food products and facilitates a promising prospective for sustainable development.

Sensory Nudges: The Influences of Environmental Contexts on Consumers' Sensory Perception, Emotional Responses, and Behaviors toward Foods and Beverages

Food products with highly acceptable flavors are not always successful in the marketplace. Sales of identical food products sold in two different stores often differ. Patrons’ choices of specific menu items vary depending on menu designs at restaurants. Such examples suggest that consumer behavior related to eating, preparing, or purchasing foods and beverages is typically complex, dynamic, and sensitive. There is a growing body of evidence that environmental cues surrounding foods and beverages can modulate consumer perception and behavior in the context of eating and drinking. In light of increasing interest in environmental cues, this Special Issue was designed to introduce recent research that highlights how sensory cues derived from environmental cues can modulate consumer perceptions, emotional responses, and behavior related to foods and beverages. The eleven articles addressed in this Special Issue provide informative and insightful findings that may be applied to a wide range of food-related sites, including grocery stores, retail markets, restaurants, dining facilities, and public dining areas. The findings from these articles also suggest that product developers, sensory professionals, retailers, marketers, and business owners should consider not only sensory aspects of food products, but also sensory cues derived from surrounding contexts to better understand consumer perception, acceptability, and behavior toward their food products.

Effects of Context and Virtual Reality Environments on the Wine Tasting Experience, Acceptability, and Emotional Responses of Consumers

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.

CROCUFID: A Cross-Cultural Food Image Database for Research on Food Elicited Affective Responses

We present CROCUFID: a CROss-CUltural Food Image Database that currently contains 840 images, including 479 food images with detailed metadata and 165 images of non-food items. The database includes images of sweet, savory, natural, and processed food from Western and Asian cuisines. To create sufficient variability in valence and arousal we included images of food with different degrees of appetitiveness (fresh, unfamiliar, molded or rotten, spoiled, and partly consumed). We used a standardized photographing protocol, resulting in high resolution images depicting all food items on a standard background (a white plate), seen from a fixed viewing (45°) angle. CROCUFID is freely available under the CC-By Attribution 4.0 International license and hosted on the OSF repository. The advantages of the CROCUFID database over other databases are its (1) free availability, (2) full coverage of the valence - arousal space, (3) use of standardized recording methods, (4) inclusion of multiple cuisines and unfamiliar foods, (5) availability of normative and demographic data, (6) high image quality and (7) capability to support future (e.g., virtual and augmented reality) applications. Individuals from the United Kingdom (N = 266), North-America (N = 275), and Japan (N = 264) provided normative ratings of valence, arousal, perceived healthiness, and desire-to-eat using visual analog scales (VAS). In addition, for each image we computed 17 characteristics that are known to influence affective observer responses (e.g., texture, regularity, complexity, and colorfulness). Significant differences between groups and significant correlations between image characteristics and normative ratings were in accordance with previous research, indicating the validity of CROCUFID. We expect that CROCUFID will facilitate comparability across studies and advance experimental research on the determinants of food-elicited emotions. We plan to extend CROCUFID in the future with images of food from a wide range of different cuisines and with non-food images (for applications in for instance neuro-physiological studies). We invite researchers from all parts of the world to contribute to this effort by creating similar image sets that can be linked to this collection, so that CROCUFID will grow into a truly multicultural food database.