Sensory Analysis Performed within Augmented Virtuality System: Impact on Hedonic Scores, Engagement, and Presence Level

• Published in: Foods Vol. 13; no. 15; p. 2456
• Main Authors: Ribeiro, José Carlos, Rocha, Célia, Barbosa, Bruna, Lima, Rui Costa, Cunha, Luís Miguel
• Format: Journal Article
• Language: English
• Published: Switzerland MDPI AG 03-08-2024
• Subjects: consumer; Consumer behavior; Consumers; context; Environmental effects; External stimuli; Food; Food products; hedonic discrimination; immersive environment; Impact analysis; Laboratories; Marketing research; Mixed reality; Sensory evaluation; Validity; Virtual environments; Virtual reality; United Kingdom; Portugal; context; virtual reality; hedonic discrimination; immersive environment; mixed reality; consumer
• ISSN: 2304-8158; 2304-8158
• DOI: 10.3390/foods13152456

Sensory analysis methodologies are performed in sensory booths designed to minimise external stimuli, lacking ecological validity. Immersive environments are used to introduce contextual cues, but there is a lack of studies using mixed reality systems. The main goal of this study was to evaluate an augmented virtuality (AV) system where participants are inserted into a virtual environment and evaluate a real product, being able to interact with both dimensions. A panel of 102 consumers evaluated five samples of commercial peach nectars in three sessions, each in a different environment: public food court, living room (AV environments), and laboratory (traditional sensory booth). Consumers rated overall liking, followed by open comments, and also answered an Engagement (EQ) and a Presence Questionnaire (PQ). The type of environment only affected hedonic discrimination among samples, with the laboratory setting being the only one with sample discrimination. Nonetheless, each sample was not evaluated differently across the different environments. Concerning engagement, the environment only significantly influenced the EQ's 'Affective Value' factor, being higher when using an AV system. The level of presence in the virtual environment was significantly higher in the public food court, being significantly correlated with the EQ factor scores.