Riddet Institute, Massey University, Palmerston North 4410, New Zealand; Food Experience and Sensory Testing (Feast) Lab, Massey University, Palmerston North 4410, New Zealand.
Food Experience and Sensory Testing (Feast) Lab, Massey University, Palmerston North 4410, New Zealand; School of Food and Advanced Technology, Massey University, Auckland 0632, New Zealand.
Food Res Int. 2021 Dec;150(Pt A):110718. doi: 10.1016/j.foodres.2021.110718. Epub 2021 Sep 21.
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.
感官评价常用于在受控的实验室环境中调查食物消费情况，但这并不能反映实际消费行为。在这里，我们比较了消费环境（传统感官亭、混合现实投影咖啡馆和咖啡馆）对消费者情感反应的影响，并研究了使用 Microsoft HoloLens 技术（一种增强混合现实设备）作为自然消费感官评价的生态有效替代方法的有效性。参与者（n=120：86 名女性/34 名男性，年龄 18-65 岁）使用平衡交叉设计，在三种不同的消费环境中评估了两种市售茶点零食（焦糖片和巧克力消化饼干）的情感反应（整体喜好、属性喜好、情绪反应和零食选择）。使用 HoloLens 诱发咖啡馆和真实咖啡馆获得的数据之间，大多数情感评价没有显著差异（p≥0.10），这表明混合现实可以为消费者研究提供生态有效的环境。然而，在这些两个环境与感官亭之间，观察到了响应差异。例如，在与感官亭相比，诱发咖啡馆中，参与者对感兴趣、高兴、热情等情绪术语的评价略高，并且在咖啡馆中与感官亭相比，参与者对高兴的情绪参与度略高（均 p<0.10）。这项研究强调了在决定消费者测试应在哪里进行时需要考虑的关键因素，以及在消费者研究中使用整体喜好、属性喜好和情绪反应相结合来获得代表实际环境的数据的重要性。
