Next Article in Journal
Changes in Polyphenolics during Storage of Products Prepared with Freeze-Dried Wild Blueberry Powder
Next Article in Special Issue
The Effect of an Evaluative Label on Consumer Perception of Cheeses in Hungary
Previous Article in Journal
Gas Chromatography–Mass Spectrometry-Based Metabolite Profiling for the Assessment of Freshness in Gilthead Sea Bream (Sparus aurata)
Previous Article in Special Issue
The Snacking Chameleon: Psychological Proximity Increases Imitation of Food Intake Independently of Brand Choice
Open AccessArticle

Assessing the Influence of Visual-Taste Congruency on Perceived Sweetness and Product Liking in Immersive VR

1
Department of Food Science, University of Copenhagen, Rolighedsvej 26, 1958 Federiksberg C, Denmark
2
School of Design, Royal College of Art, Kensington Gore, London SW7 2EU, UK
3
Department of Psychology, University of Copenhagen, Oester Farimagsgade 2A, 1353 Copenhagen K, Denmark
*
Author to whom correspondence should be addressed.
Foods 2020, 9(4), 465; https://doi.org/10.3390/foods9040465
Received: 13 March 2020 / Revised: 27 March 2020 / Accepted: 31 March 2020 / Published: 9 April 2020
(This article belongs to the Special Issue How Visuals Affect Food Choice?)
This study was designed to assess whether the combined effect of taste-congruent and incongruent extrinsic visual cues presented in virtual reality (VR) influences the perception of sweetness and product liking. Three VR environments (sweet-congruent, sweet-incongruent, and neutral) were created based on the evidence in existing literature. Participants tasted the same beverage in three VR environments and evaluated the environment and beverage liking, as well as perceived taste intensity (sweetness, sourness, and bitterness), congruency, comfort, and environment vividness. Frontal EEG alpha asymmetry (FAA) was also recorded as a complementary physiological measurement of overall liking. The results showed that the perceived sweetness of the beverage was significantly elevated in a sweet-congruent environment versus the other environments. Visual-taste congruency did not seem to have an effect on beverage liking and overall liking, whereas an increase in environment liking was found in the incongruent environment versus the other environments. These findings confirmed the significant influence of taste-specific visual cues on flavour perception, while the successful use of VR in the study provided insight into future applications of taste-specific VR environment in the modulation of flavour perception and sugar reduction. View Full-Text
Keywords: sweetness perception; visual cues; virtual reality; frontal alpha asymmetry sweetness perception; visual cues; virtual reality; frontal alpha asymmetry
Show Figures

Graphical abstract

MDPI and ACS Style

Chen, Y.; Huang, A.X.; Faber, I.; Makransky, G.; Perez-Cueto, F.J.A. Assessing the Influence of Visual-Taste Congruency on Perceived Sweetness and Product Liking in Immersive VR. Foods 2020, 9, 465.

Show more citation formats Show less citations formats
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Search more from Scilit
 
Search
Back to TopTop