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

Immersive sensory evaluation: Practical use of virtual reality sensory booth

Sensory booths enhanced with VR technology have displayed promising potential for improving sensory evaluation, perception research, and educational experiences. However, there remains an insufficient of data on VR's utilization in sensory science. In our research, we designed a virtual sensory booth (SB) utilizing Virtual Reality (VR) to complement sensory analysis and foster applications in the field of sensory science. The experiment involved the utilization of diverse sensory methods and product samples for examination within the virtual SB, which was compared to the traditional SB. A total of forty-three participants took part in the study to scrutinize the implications of the virtual SB. The results of a post-VR questionnaire demonstrated the participants' positive reception of the virtual SB. The study's findings suggest that the virtual SB could serve as a valuable resource for sensory scientists and individuals keen on exploring the emerging opportunities offered by VR. Notably, the virtual SB has proven to have potential applications, particularly within the food industry, with a special focus on sensory science. •Virtualized SB incorporating VR technology is a promising sensory evaluation and perception studies approach.•Virtual SB intends to use various sensory methods in VR applications for sensory analysis.•The creation of new VR-based technological solutions for sensory analysis can serve as a supplement to traditional sensory analysis.

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

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-All-That-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.

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.

Self-Assessed Experience of Emotional Involvement in Sensory Analysis Performed in Virtual Reality

Virtual reality (VR) technology has gained significant attention in various fields, including education for health professionals, sensory science, psychology, and consumer research. The first aim of the paper is to explore the self-assessed experience of emotional involvement in sensory analysis performed in VR. The Positive and Negative Affect Schedule (PANAS) is a widely used self-report measure that assesses positive and negative affective states. VR sensory analysis involves the use of immersive, interactive, and multi-sensory environments to evaluate sensory perception and emotional responses. By synthesizing relevant literature, this paper provides insights into the impact of VR on affective states, the effectiveness of VR in eliciting emotions, and the potential applications of the PANAS in VR sensory analysis. Furthermore, the second aim of the paper is to uncover the effect of VR sensory evaluation on the participant's emotional states, as it has a significant effect on their evaluations. The results suggest an increase in the sum of positive effects and a decrease in the negative ones. Although these results are promising, the relationship between the PANAS and VR sensory analysis is still underexplored, with limited research investigating the specific effects of VR on affective states measured using the PANAS. Further research is needed to better understand the potential of the PANAS in assessing emotional responses in VR environments and its implications for sensory analysis.

Virtual, augmented, and mixed reality as a versatile tool in food consumer behavior evaluation: Recent advances in aroma, taste, and texture incorporation

The perceptual behavior of consumers on a product displayed in the market has a vital role in analyzing the importance given to that product. Therefore, various strategies have been developed to understand this consumer behavior in the selection of products. Immersive technologies like virtual, augmented, and mixed reality are among them. With the foremost feature of immersion in the virtual world and interaction of users with virtual objects, virtual reality, and augmented reality have unlocked their potential in research and a user-friendly tool for analyzing consumer behavior. In addition to these technologies, mixed reality also has a significant role in investigating consumer behavior. Studies on immersive technologies in food applications are vast, hence this review focuses on the applications of virtual, augmented, and mixed reality in the food selection behavior of consumers. The behavioral studies are elicited to develop new products based on consumer needs, to understand the shopping behavior in supermarkets for real-time usage, and to know the influence of emotions in a selection of products. The findings suggest that virtual, augmented, and mixed reality induce immersion of the users in food selection behavioral studies. Information on the technological advancements in the tools used for bringing immersion and interaction are discussed for its futuristic applications in food. Though immersive technology gives users a realistic virtual environment experience, its application in food systems is in the budding stage. More research on human response studies would contribute to its innovative and inevitable application in the future.

The development of an immersive mixed-reality application to improve the ecological validity of eating and sensory behavior research

Introduction

The modern eating environment has been implicated as a driving force of the obesity epidemic. Mixed reality applications may improve traditional methodological assessments of eating behavior by improving the ecological validity of the laboratory setting.

Methods

Research experts evaluated the utility and ecological validity of a mixed reality application that allowed immersion within virtual environments through utilizing the passthrough cameras of the head mounted display to view and interact with real foods. An initial evaluation was conducted that involved three virtual environments: a traditional laboratory booth, a non-textured restaurant, and a full-textured restaurant. The feedback from the initial evaluation was used to create a new virtual restaurant environment and a subsequent evaluation was conducted.

Results

Nearly all research experts suggested adding social cues such as people and background noise to create a more authentic and ecologically valid experience. The experts scored the new virtual restaurant environment to be more acceptable than eating or conducting research in a sensory booth but scored lower when compared to conducting research in a real-world restaurant setting.

Discussion

The results of this evaluation suggest that mixed reality applications may be a new methodology to assess environmental influences of eating behavior and may be a promising direction for eating behavior and sensory science research.

Mouthfeel subqualities in wines: A current insight on sensory descriptors and physical-chemical markers

Astringency and more generally mouthfeel perception are relevant to the overall quality of the wine. However, their origin and description are still uncertain and are constantly updating. Additionally, the terminology related to mouthfeel properties is expansive and extremely diversified, characterized by common traditional terms as well as novel recently adopted descriptors. In this context, this review evaluated the mention frequency of astringent subqualities and other mouthfeel attributes in the scientific literature of the last decades (2000-August 17, 2022). One hundred and twenty-five scientific publications have been selected and classified based on wine typology, aim, and instrumental-sensorial methods adopted. Dry resulted as the most frequent astringent subquality (10% for red wines, 8.6% for white wines), while body-and related terms-is a common mouthfeel sensation for different wine types, although its concept is still vague. Alongside, promising analytical and instrumental techniques investigating and simulating the in-mouth properties are discussed in detail, such as rheology for the viscosity and tribology for the lubrication loss, as well as the different approaches for the quantitative and qualitative evaluation of the interaction between salivary proteins and astringency markers. A focus on the phenolic compounds involved in the tactile perception was conducted, with tannins being the compounds conventionally found responsible for astringency. Nevertheless, other non-tannic polyphenolic classes (i.e., flavonols, phenolic acids, anthocyanins, anthocyanin-derivative pigments) as well as chemical-physical factors and the wine matrix (i.e., polysaccharides, mannoproteins, ethanol, glycerol, and pH) can also contribute to the wine in-mouth sensory profile. An overview of mouthfeel perception, factors involved, and its vocabulary is useful for enologists and consumers.

Does a beautiful environment make food better - The effect of environmental aesthetics on food perception and eating intention

Generally, people prefer to dine in beautiful environments. Previous studies have reported that environmental factors affect an individual's perception of food; however, little is known about the effect of environmental aesthetics on food perception. In Experiment 1, we used photographs of restaurant (1a) or non-restaurant (1b) environments with high or low aesthetic value, paired with images of foods, and participants were asked to rate the visual, olfactory, and gustatory aesthetic value of the food. Results showed significantly higher ratings for food perception in all three sensory modalities in the high aesthetic value environment, together with positive emotion and the desire to eat, compared with the low aesthetic environment. Experiment 2 extended the study to two real-world environments (one high and one low aesthetic value) and actual food consumption. The results also found higher aesthetic ratings in the olfactory and gustatory systems and greater desire to eat again in an environment with high aesthetic value than in an environment with low aesthetic value. This research also explored the mediating role of emotion in the relationship between environmental aesthetics and food perception and found a significant mediating relationship. In conclusion, environmental aesthetics play an important role in food perception, and these findings provide insights into increasing positive food perception in daily life.

An Explorative Analysis of the Influence of Landscape Visual Aesthetic Quality on Food Preferences in Italy: A Pilot Study

As some previous research has highlighted, landscape characteristics are useful for improving the market share of some food products and the market power of companies in the agrifood sector. The purpose of this study is to verify whether the visual aesthetic quality of the landscape can influence food preferences and the willingness to pay for agrifood products. To this end, the preferences of 64 participants for three types of juice (orange, peach and pear) were analysed through a blind tasting experiment. Each participant tasted three pairs of fruit juices, one for each type of juice. The juices belonging to each pair were the same, but before tasting, the participants were shown two photos portraying the orchards where the fruits were produced, so participants were induced to think that the juices were different. The landscape associated with each pair of photographs had a different visual aesthetic quality (high or low). Participants were asked to provide three measures while tasting the juices: their overall juice assessment using a seven-point hedonic scale, the visual aesthetic quality of the photos on a seven-point Likert scale, and their willingness to pay as a percentage variation of the price that they usually pay to buy fruit juices. According to our results, the mean overall liking score and the mean willingness to pay percentage variation for the juices associated with a preferred landscape was higher and statistically different. Despite the need for further research, our results suggest that landscape acts as a proxy for quality in the evaluation of some food products and that the use of landscape photos could be a valid marketing strategy in agribusiness.

PERVAINCONSA Scale to Measure the Consumer Behavior of Online Stores of MSMEs Engaged in the Sale of Clothing

The objective of the research was to validate an instrument designed to measure the variables value perception, purchase intention, trust, and satisfaction of Micro, Small and Medium Enterprises (MSMEs) dedicated to selling clothing. The PERVAINCONSA Scale (acrostic formed with the initial letters of the Spanish words “Percepción de Valor”, “Intención de Compra”, “Confianza” and “Satisfacción”) was constructed. A total of 238 questionnaires were collected from users of online clothing stores in Peru, Mexico, and Colombia (38.7% men and 61.3% women) with an average age of 24.29 years (SD = 8.04). The KMO and Barlett’s test was 0.958. Confirmatory factor analysis provided an excellent model (χ2 = 372.76, gl = 164; χ2/df = 2.27; CFI = 0.956; RMSEA = 0.073, SRMR = 0.035; and Pclose = 0.00). The model showed good scale reliability given that the composite reliability index (CFI), and all values exceeded the minimum threshold of 0.6. The results suggest that this first version of the PERVAINCONSA presents adequate psychometric evidence to measure value perception, purchase intention, trust and satisfaction in consumers of online stores in Peru, Mexico and Colombia. Thus, it seeks to contribute to the advancement of the scientific study of these important variables in the study of consumer behavior in Latin America.

Consumer perspectives of wine typicity and impact of region information on the sensory perception of Cabernet Sauvignon wines

Region of origin is used in marketing of wine and by consumers as a wine quality indicator. To better understand wine consumers' purchase decisions, sensory perception, and wine liking in connection with wine provenance, this study used regular wine consumers (n = 112) to evaluate two Cabernet Sauvignon wines from each of four wine producing regions through hedonic rating and rate-all-that-apply (RATA) testing in conjunction with pre- and post-tasting questionnaires. The majority of consumers rated the region of origin stated on the label as important for purchase intent and for deciding the price they were willing to pay for a wine. The questionnaire also revealed that consumers were familiar with the wine typicity concept, but seemed to consider it only as an extrinsic characteristic rather than an intrinsic aspect of the wine. By randomly dividing the consumers into two groups (n = 56 each), one having information on the origin of samples and the other tasting without such knowledge, it was demonstrated that origin information had a positive impact on hedonic scores. Sensory profiling revealed that origin information did not impact the sample sensory characterisation, and liking for both groups was related to 'full body', 'jammy', and 'dark fruits' attributes. Some regional profile features were apparent for the samples, such as 'minty' for Coonawarra and savoury attributes for Bordeaux. Overall, this work highlighted that consumers could differentiate wines from distinct regions on the basis of sensory characteristics.

Investigating the relative merits of using a mixed reality context for measuring affective response and predicting tea break snack choice

Sensory evaluation for the investigation of food consumption is often conducted in a controlled laboratory environment, which does not reflect consumption behaviour in real world. Here, we compared the effect of consumption setting (traditional sensory booth, mixed reality projection café, and a café) on consumer affective responses, and to investigate the effectiveness of using Microsoft HoloLens technology, an Augmented Mixed Reality device, as an ecologically valid alternative to natural consumption eating for sensory evaluation. Participant [(n = 120): 86 females/34 males, aged 18-65 years] affective response (overall liking, attribute liking, emotional response, and snack choice) towards two commercially available tea break snacks (caramel slice and chocolate digestive biscuit) was assessed in three different consumption settings using a balanced crossover design. There were no significant differences for most affective ratings between data obtained from the HoloLens evoked café and real café (p ≥ 0.10), suggesting that mixed reality could provide an ecologically valid context for consumer research. However, response differences were observed between these two contexts and the sensory booths. For example, interested, joy, enthusiastic emotion terms were rated slightly higher in the evoked café in comparison to the booth context and slightly higher emotional engagement was observed for joy in the café compared to the booths (all p < .10). This study highlights key considerations for deciding where consumer testing should be conducted and the importance of using a combination of overall liking, attribute liking and emotional response to obtain data representative of real-world environments in consumer studies.

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.

Novel Techniques to Measure the Sensory, Emotional, and Physiological Responses of Consumers toward Foods

Sensory science is an evolving field that has been incorporating technologies from different disciplines [...].

Exploring the Effects of Immersive Virtual Reality Environments on Sensory Perception of Beef Steaks and Chocolate

Virtual reality (VR) technology is emerging as a tool for simulating different eating environments to better understand consumer sensory response to food. This research explored the impact of different environmental contexts on participants' hedonic ratings of two different food products: beef steaks, and milk chocolate, using VR as the context-enhancing technology. Two separate studies were conducted. For beef, two different contextual conditions were compared: traditional sensory booths and a VR restaurant. For chocolate, data were generated under three different contextual conditions: traditional sensory booths, VR Irish countryside; VR busy city (Dublin, Ireland). All VR experiences were 360-degree video based. Consumer level of engagement in the different contextual settings was also investigated. The results showed that VR had a significant effect on participants' hedonic responses to the food products. Beef was rated significantly higher in terms of liking for all sensory attributes when consumed in the VR restaurant. While for chocolate, the VR countryside context generated significantly higher hedonic scores for flavour and overall liking in comparison to the sensory booth. Taken together, both studies demonstrate how specific contextual settings can impact participants' sensory response to food products, when compared to a traditional sensory laboratory condition.

Getting started with virtual reality for sensory and consumer science: Current practices and future perspectives

While virtual reality (VR) has become increasingly popular in food-related research, there has been a lack of clarity, precision, and guidelines regarding what exactly constitutes a virtual reality study, as well as the options available to the researcher for designing and implementing it. This review provides a practical guide for sensory and consumer scientists interested in exploring the emerging opportunities offered by VR. We take a deep dive into the components that make up a VR study, including hardware, software, and response measurement methods, all the while being grounded in immersion and presence theory. We then review how these building blocks are put together to create two major categories of research scenarios: product selection, which can be entirely created in VR, and food evaluation, which involve tasting products in real life. For each category, we review current literature with a focus on experimental design, then highlight future avenues and technical development opportunities within sensory and consumer research. Finally, we evaluate limitations and ethical issues in VR food research, and offer future perspectives which go above and beyond ensuring ecological validity in product testing.

Virtual Terroir and the Premium Coffee Experience

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.

Self-Reported Emotions and Facial Expressions on Consumer Acceptability: A Study Using Energy Drinks

Emotional responses elicited by foods are of great interest for new product developers and marketing professionals, as consumer acceptance proved to be linked to the emotions generated by the product in the consumers. An emotional measurement is generally considered an appropriate tool to differentiate between the products of similar nutritional value, flavour, liking and packaging. Novel methods used to measure emotions include self-reporting verbal and visual measurements, and facial expression techniques. This study aimed to evaluate the explicit and implicit emotional response elicited during the tasting of two different brands (A and B) of energy drinks. The explicit response of consumers was assessed using liking (nine-point hedonic scale), and emotions (EsSense Profile^®—Check-All-That-Apply questionnaire), and implicit emotional responses were evaluated by studying facial expressions using the Affectiva Affdex^® software. The familiarity of the product and purchase intent were also assessed during the study. The hedonic rating shows a significant difference in liking between the two brands of energy drink during the tasting session. For the explicit emotional responses, participants elicited more positive emotions than the negative emotions for both energy drinks. However, participants expressed “happy”, “active” and “eager” emotions more frequently for energy drink A. On the other hand, the implicit emotional responses through facial expressions indicated a high level of involvement of the participants with energy drink B as compared to energy drink A. The study showed that overall liking and the explicit and implicit emotional measurements are weakly to moderately correlated.

Product Design to Enhance Consumer Liking of Cull Ewe Meat

The global sheepmeat industry aspires to increase consumer liking for cull ewe meat and thereby increase its value; dry ageing application can increase the consumer appeal of this meat. In order to develop novel consumer-liked dry aged sheepmeat products, an innovation process aligned with design thinking principles was initiated. The objective was to understand optimal dry aged sheepmeat product formats from chef, butcher, producer and consumer perspectives, and use these findings to develop “highly liked” and “premium” dry aged cull ewe meat dishes. The methodology used and the results of stakeholder engagement, perceptual mapping, and quantitative consumer assessments are reported. Stakeholder engagement showed the importance of how novel products are introduced to the consumer and to the chef. Perceptual mapping highlighted that chef-perceived product “premiumness” was driven by eating quality and complexity of the dish. Consumer assessment validated these findings with increases in dish liking associated with increased premiumness and complexity in dish presentation. Overall, the described approach was successful; eight highly liked dry aged cull ewe meat dishes were developed (all scored > 7.69 on a 9-point hedonic scale for liking), and four of the eight dishes were rated “at the level of a very premium food”.

Senses of place: architectural design for the multisensory mind

Traditionally, architectural practice has been dominated by the eye/sight. In recent decades, though, architects and designers have increasingly started to consider the other senses, namely sound, touch (including proprioception, kinesthesis, and the vestibular sense), smell, and on rare occasions, even taste in their work. As yet, there has been little recognition of the growing understanding of the multisensory nature of the human mind that has emerged from the field of cognitive neuroscience research. This review therefore provides a summary of the role of the human senses in architectural design practice, both when considered individually and, more importantly, when studied collectively. For it is only by recognizing the fundamentally multisensory nature of perception that one can really hope to explain a number of surprising crossmodal environmental or atmospheric interactions, such as between lighting colour and thermal comfort and between sound and the perceived safety of public space. At the same time, however, the contemporary focus on synaesthetic design needs to be reframed in terms of the crossmodal correspondences and multisensory integration, at least if the most is to be made of multisensory interactions and synergies that have been uncovered in recent years. Looking to the future, the hope is that architectural design practice will increasingly incorporate our growing understanding of the human senses, and how they influence one another. Such a multisensory approach will hopefully lead to the development of buildings and urban spaces that do a better job of promoting our social, cognitive, and emotional development, rather than hindering it, as has too often been the case previously.