Sushi at the beach : Effects of congruent and incongruent immersive contexts on food evaluations
Prior research using immersive technology has shown that consumption contexts can be successfully recreated to elicit effects on hedonic food evaluations, but the food-specificity of these effects is as of yet unclear. The current study investigates how repeated exposure to foods in congruent and incongruent immersive contexts affects hedonic perception over time. Two groups of participants (N = 23, N = 18) were exposed to three food products (sushi, popsicle and iced tea) in either an immersive beach context or an immersive sushi restaurant context for seven days. On the eighth day, participants were exposed to the same foods once more, but switched to the other context. Hedonic evaluations were collected prior to and during tasting at initial exposure (day 1), after repeated exposure to the same context (day 7) and in the switched context (day 8); consumption behavior was monitored on exposure days (days 2–6). Results showed that prior to tasting, expected liking and desire to eat were higher for congruent food-context combinations (popsicle at the beach, sushi in the sushi restaurant) than for incongruent combinations (popsicle in the sushi restaurant, sushi at the beach). Upon tasting, no differences were found in average food liking, but individual liking ratings for congruent (vs. incongruent) food-context combinations were more consistent over time. Immersive contexts also elicited general effects, such that a typical consumption environment (sushi restaurant) increased food consumption and yielded more consistent product liking ratings over time. Findings underline the importance of taking a holistic view on consumer testing, and showcase the potential of immersive technology.
| Main Authors: | , , , , |
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| Format: | Article/Letter to editor biblioteca |
| Language: | English |
| Subjects: | Consumption context, Food perception, Food-context congruity, Immersive technology, Liking, Repeated exposure, |
| Online Access: | https://research.wur.nl/en/publications/sushi-at-the-beach-effects-of-congruent-and-incongruent-immersive |
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