Virtual reality and immersive approaches to contextual food testing

Abstract

The goal of this chapter is to summarize existing studies that have used different forms of virtual reality (VR) in the domain of consumer research on foods. Throughout this chapter, we refer to articles that were identified via a systematic literature search. Some studies focused on the applicability and validity of VR in the food context, while others tested the products’ sensory appeal in different immersive environments. We describe two of our own studies in which we first tested the validity of a virtual food buffet, and then tested whether participants apply the same search strategies in VR as they do in reality food shopping. The applicability of VR to evoke food-related emotions is discussed, and the limitations of VR in food behavior research that must be overcome are highlighted. Research gaps are identified, and the potential for VR applications in food behavior research is highlighted.