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

Normative ratings for the Kitchen and Food Sounds (KFS) database

Sounds are important sensory cues for food perception and acceptance. We developed and validated a large-scale database of kitchen and food sounds (180 stimuli) capturing different stages of preparing, cooking, serving, and/or consuming foods and beverages and sounds of packaging, kitchen utensils, and appliances. Each sound was evaluated across nine subjective evaluative dimensions (random order), including stimuli-related properties (e.g., valence, arousal) and food-related items (e.g., healthfulness, appetizingness) by a subsample of 51 to 64 participants (Mdn = 54; N = 332; 69.6% women, Mage = 27.46 years, SD = 10.20). Participants also identified each sound and rated how confident they were in such identification. Results show that, overall, participants could correctly identify the sound or at least recognize the general sound categories. The stimuli of the KFS database varied across different levels (low, moderate, high) of the evaluative dimensions under analysis, indicating good adequacy to a broad range of research purposes. The correlation analysis showed a high degree of association between evaluative dimensions. The sociodemographic characteristics of the sample had a limited influence on the stimuli evaluation. Still, some aspects related to food and cooking were associated with how the sounds are evaluated, suggesting that participants' proficiency in the kitchen should be considered when planning studies with food sounds. Given its broad range of stimulus categories and evaluative dimensions, the KFS database (freely available at OSF ) is suitable for different research domains, from fundamental (e.g., cognitive psychology, basic sensory science) to more applied research (e.g., marketing, consumer science).

Marketing sonified fragrance: Designing soundscapes for scent

Auditory branding is undoubtedly becoming more important across a range of sectors. One area, in particular, that has recently seen significant growth concerns the introduction of music and soundscapes that have been specifically designed to match a particular scent (what one might think of as "audio scents" or "sonic scents"). This represents an exciting new approach to the sensory marketing of fragrance and for industries with strategic sensory goals, such as cosmetics. Crucially, techniques such as the semantic differential technique, as well as the emerging literature on crossmodal correspondences, offer both a mechanistic understanding of, and a practical framework for, those wishing to rigorously align the connotative meaning and conceptual/emotional/sensory associations of sound and scent. These developments have enabled those working in the creative industries to start moving beyond previously popular approaches to matching, or translating between the senses, that were traditionally often based on the idiosyncratic phenomenon of synaesthesia, toward a more scientific approach while nevertheless still enabling/requiring a healthy dose of artistic inspiration. In this narrative historical review, we highlight the various approaches to the systematic matching of sound with scent and review the various marketing activations that have appeared in this space recently.

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.

Unveiling aromas: Virtual reality and scent identification for sensory analysis

Sensory analysis is crucial for optimizing experiences in various fields, including food, cosmetics, and product design. Traditional methods can be inefficient and imprecise. This study introduces a novel approach by blending Virtual Reality (VR) technology with scent identification techniques. The aim is to investigate whether the visual representation of food products affects scent perception. Limited research has explored the use of VR in scent identification, which is especially relevant when altering the food environment setting. A virtual sensory laboratory was developed to mimic MATE's sensory booth. Sixty participants, all MATE students, were involved in this study. This method offers a potential means to streamline scent identification and reduce human bias in sensory analysis. In summary, the combination of VR technology and scent identification presents a fresh methodological approach to sensory analysis, where both scent and exposure are influenced by the environment or imagery. This concept delves into cross-modal correspondences and the role of sensory cues in shaping our perception of food odours within the VR setting.

An immersive multisensory virtual reality approach to the study of human-built environment interactions: Technical workflows

Virtual Reality technology has gained increased attention due to its capacity to provide immersive and interactive experiences to its users. Although increasing evidence has suggested that incorporating multisensory components in VR can promote the sense of presence and improve user performance, most of the current VR applications are limited to visual and auditory senses. In this article, a novel method of integrating thermal-related devices (heat lamps and fans) into Virtual Reality was developed. Automated interaction with the thermal-related devices was achieved using Arduino-based control module with its program embedded into the VR platform-Unity. The functions, hardware and software requirements of the multisensory Virtual Reality system as well as the step-by-step procedures are detailed to provide a reproducible workflow for future applications.•A practical workflow to integrate thermal apparatus into Virtual Reality.•Dynamic airflow and radiative heating incorporated into Virtual Reality.•Automated process to allow user interaction with the thermal components in Virtual Reality.

Extended reality for biomedicine

Extended reality (XR) refers to an umbrella of methods that allows users to be immersed in a three-dimensional (3D) or a 4D (spatial + temporal) virtual environment to different extents, including virtual reality (VR), augmented reality (AR), and mixed reality (MR). While VR allows a user to be fully immersed in a virtual environment, AR and MR overlay virtual objects over the real physical world. The immersion and interaction of XR provide unparalleled opportunities to extend our world beyond conventional lifestyles. While XR has extensive applications in fields such as entertainment and education, its numerous applications in biomedicine create transformative opportunities in both fundamental research and healthcare. This Primer outlines XR technology from instrumentation to software computation methods, delineating the biomedical applications that have been advanced by state-of-the-art techniques. We further describe the technical advances overcoming current limitations in XR and its applications, providing an entry point for professionals and trainees to thrive in this emerging field.