“…At this level of liking, it may be more difficult to pick up small changes in liking induced by contextual shifts, as the 9-point hedonic scale performs somewhat unpredictably around the neutral category (Jones, Peryam, & Thurstone, 1955), with respondents more willing to use this non-committal scale point than commit to liking or disliking a sample (Gridgeman, 1961). Alternatively, the 9-point scale may be sub-optimal at determining shifts in liking with context, as reported by Lusk et al (2015). VR has been demonstrated to provide a deeply immersive experience to panelists, with cravings for both smoking (Bordnick, Graap, Copp, Brooks, & Ferrer, 2005) and food (Ferrer, Gutiérrez Maldonado, & Pla, 2013) triggered with VR cues.…”