Andersen Ida Ninett Skovgaard K, Kraus Alexandra A, Ritz Christian, Bredie Wender L P
Section for Food Design and Consumer Behavior, Department of Food Science, University of Copenhagen, Rolighedsvej 26, 1958 Frederiksberg C, Denmark.
isi GmbH - Sensory Marketing Research, Ascherberg 2, 37124 Rosdorf, Göttingen, Germany.
Food Res Int. 2019 Mar;117:10-18. doi: 10.1016/j.foodres.2018.01.027. Epub 2018 Feb 3.
Immersive technologies simulating real-life environments allow repeated simulation of complex real-life situations at one location and, therefore, bear potential for consumer product evaluations and food behavior studies. This study aimed to assess whether a contextual exposure by immersive virtual reality (VR) or a photo-enhanced imaginative (PIC) condition could induce effects on desires and liking aligning with the situation. A total of 60 subjects (30 females) were presented to VR and PIC beach settings in a randomized balanced design performed in a laboratory one week apart. A follow-up test in the same room but without the contextual exposure was also performed (Neutral). Subjects rated their desires for hot and cold beverages during and just after the contextual exposure. Liking for skin care samples (sun screen and regular lotion) were assessed during exposure. The retention of the contextual exposure was further explored in a food choice behavior test. A similar test setup was followed in the Neutral condition. Engagement by presence dimensions (e.g., felt like being on a beach) and level of excitement was scored following the contextual exposure. The VR condition induced a significantly stronger engagement, compared with the PIC condition. During each beach exposure a significantly stronger desire for cold beverages compared to hot beverages was induced. The desire for cold versus hot beverages was, however, significantly larger in the VR simulation compared to the PIC context. Results from the Neutral condition provided no significant difference in the desires for hot versus cold beverages. A significant shift in desires was observed after the completion of the contextual beach exposures, as desire scores became aligned with scores assessed in the Neutral condition. The shift in desires was, however, more pronounced after VR. Variations in the contextual settings had little effect on odor liking and no retention effect on choice behavior was observed. Immersive VR induced a positive sensation of presence less dependent on the level of excitement and had a stronger effect on beverage-related desires. The VR technology seems to be a promising tool for evaluating contextual influences in food consumer research.
模拟现实生活环境的沉浸式技术能够在同一地点反复模拟复杂的现实生活场景，因此在消费品评估和食品行为研究方面具有潜力。本研究旨在评估沉浸式虚拟现实（VR）或照片增强想象（PIC）情境暴露是否会对与情境相符的欲望和喜好产生影响。共有60名受试者（30名女性），以随机平衡设计在实验室中分别于相隔一周的时间接受VR和PIC海滩场景展示。同时在同一房间但无情境暴露的情况下进行了后续测试（中性条件）。受试者在情境暴露期间及刚结束后对冷热饮料的欲望进行评分。在暴露期间评估对护肤品样本（防晒霜和普通乳液）的喜好。在食品选择行为测试中进一步探究情境暴露的留存情况。在中性条件下采用类似的测试设置。在情境暴露后，根据在场维度（如感觉置身于海滩）的参与度和兴奋程度进行评分。与PIC条件相比，VR条件引起的参与度明显更强。在每次海滩暴露期间，与热饮相比，对冷饮的欲望明显更强。然而，与PIC情境相比，VR模拟中对冷饮与热饮的欲望明显更大。中性条件下的结果显示，对热饮与冷饮的欲望没有显著差异。在情境海滩暴露完成后，观察到欲望有显著变化，欲望得分与在中性条件下评估的得分趋于一致。然而，VR之后欲望的变化更为明显。情境设置的变化对气味喜好影响不大，且未观察到对选择行为的留存效应。沉浸式VR产生的在场积极感受较少依赖兴奋程度，且对与饮料相关的欲望有更强的影响。VR技术似乎是评估食品消费者研究中情境影响的一个有前景的工具。
