Siegrist Michael, Ung Chin-Yih, Zank Markus, Marinello Max, Kunz Andreas, Hartmann Christina, Menozzi Marino
Department of Health Sciences and Technology, ETH Zurich, Switzerland.
Department of Health Sciences and Technology, ETH Zurich, Switzerland.
Food Res Int. 2019 Mar;117:50-59. doi: 10.1016/j.foodres.2018.02.033. Epub 2018 Feb 13.
Virtual reality (VR) can be a useful tool for conducting consumer behavior experiments. The aim of this research was to examine whether people standing in front of a supermarket shelf make similar decisions and process similar information as those in front of a shelf in a VR shop. In Study 1, participants were asked to select a cereal from among 33 commercially available types of cereals placed on a shelf. One group performed the task in front of a real shelf, while the other performed it in VR. Eye-tracking data were collected for both groups. No statistically significant differences were observed in the selection of the cereals by the two groups in the two conditions. Eye-tracking data only revealed few differences in the information-seeking behavior. In Study 2, results observed using real products were replicated in VR. Participants were asked to walk through a virtual supermarket and select either a healthy cereal (healthy condition) or a tasty cereal (hedonic condition). Results showed that participants in the healthy condition paid more attention to the nutrition information than those in the hedonic condition. The results of these two experiments suggest that a VR condition wherein participants can walk around and behave as in the real world is a useful tool for conducting experiments related to food decisions.
虚拟现实（VR）可以成为进行消费者行为实验的有用工具。本研究的目的是检验站在超市货架前的人与在VR商店货架前的人是否会做出相似的决策并处理相似的信息。在研究1中，参与者被要求从放置在货架上的33种市售谷物中选择一种谷物。一组在真实货架前完成任务，而另一组在VR环境中完成任务。两组都收集了眼动追踪数据。在两种条件下，两组在谷物选择上未观察到统计学上的显著差异。眼动追踪数据仅显示出在信息寻求行为上有很少差异。在研究2中，使用真实产品观察到的结果在VR中得到了重现。参与者被要求在虚拟超市中走动并选择一种健康谷物（健康条件）或一种美味谷物（享乐条件）。结果表明，处于健康条件下的参与者比处于享乐条件下的参与者更关注营养信息。这两个实验的结果表明，一种能让参与者像在现实世界中一样四处走动和表现的VR条件，是进行与食品决策相关实验的有用工具。
