Smell-e Technology: Validating immersive multisensory VR food environments to study food choice

The key objective of the research was to empirically examine the validity of immersive multisensory VR (food) environments for modeling real-world food cue responses [FCR]. We conducted a lab-based "proof-of-principle" study to systematically compare individuals’ FCRs (i.e., self-reported craving and salivation levels) between a unisensory (vision only) VR environment, multisensory (vision + olfaction) VR environment, and a comparable real-life setting. Furthermore, we investigated possible mechanisms (i.e., presence) underlying FCR-enhancing effects of a multisensory VR environment. Research Questions: To what extent do individuals’ psychological (i.e., subjective craving) and physiological (i.e., salivary volume) responses to food cues (versus non-food cues) differ between a unisensory (vision only) VR environment versus a multisensory (vision + olfaction) VR environment versus a comparable real-life setting? What mechanisms underlie (indirect) FCR-enhancing effects of the multisensory VR environment? This lab-based study had a within-subjects cue exposure paradigm with a 2 (Stimuli Type: Non-food vs Food) by 3 (Exposure Mode: Unisensory VR vs Multisensory VR vs Real-life) factorial design. In total, there were 6 experimental conditions. Participants attended one screening session (~10 minutes) and one lab-based test session (~45 minutes) at the university, consisting of the six experimental conditions in a (pseudo)randomized order. During the test session, participants performed a cue exposure task in both virtual and real-life conditions, and answered a series of questionnaires.