Influence of virtual color on taste: Multisensory integration between virtual and real worlds

Huang, Fuxing; Huang, Jianping; Wan, Xiaoang

doi:10.1016/j.chb.2019.01.027

Cited by 44 publications

(27 citation statements)

References 62 publications

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“…A number of studies using VR indicate that users do integrate information from VR into their beliefs about the world [ 53 , 54 ]. An example that is salient to food is a recent study that found that the color of tea represented in VR was integrated with sensory cues from the real world to influence the perception of an actual drink [ 55 ]. In this study, we did not find an effect of the VR environment on the sensory perception of a food.…”

Section: Discussionmentioning

confidence: 99%

Virtual Reality as a Tool to Study the Influence of the Eating Environment on Eating Behavior: A Feasibility Study

Oliver

Hollis

2021

Foods

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In this manuscript, we describe a new approach to study the effect of the eating environment on food intake and eating behavior using virtual reality technology. Fifteen adults consumed pizza rolls in two virtual reality (VR) environments: a restaurant and a table in an empty room. The participants’ food intake, eating parameters (e.g., masticatory parameters and eating rate), and their sensory evaluation of the test food was measured. The participants’ sense of presence (the feeling of being in the virtual environment) and markers of arousal were also measured. There was no statistical significant difference in food intake or the sensory evaluation of the test food. In the restaurant condition, participants used fewer masticatory cycles before swallowing but there was no effect on eating rate or maximum bite force. Participants experienced a greater sense of presence when they were in the pizza restaurant scene. Moreover, their heart rate and skin temperature were higher in the restaurant condition. This study suggests that VR could be developed as a new tool to study the effect of the eating environment on food intake and eating behavior.

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Section: Discussionmentioning

confidence: 99%

Virtual Reality as a Tool to Study the Influence of the Eating Environment on Eating Behavior: A Feasibility Study

Oliver

Hollis

2021

Foods

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“…Through the use of a commercially available HTC Vive tracker, we were able to create a heightened sense of reality in VR by enabling participants to simultaneously see the food in VR while touching and tasting it physically. This goes one step beyond previous research in VR eating experiences, which either do not include a model of food in VR (e.g., Sinesio et al, 2019 ), or if they do, only provide a static model of the food that does not track the motion of the physical food in the real-world (e.g., Huang et al, 2019 ). Our research also extends previous AR experiences, because our relatively simple technological setup is easily accessible [compared to the deep learning visual learning algorithms used in Ueda and Okajima (2019) ] and offers a range of motion [compared to limited to the space of the projective systems as in Nishizawa et al (2016) ].…”

Section: Discussionmentioning

confidence: 94%

“…From a theoretical perspective, this study is a proof of concept for using VR as a way to study the merging of virtual and actual sensory cues in the formation of our eating experience. Notably, unlike previous VR studies which separated virtual and real sensory cues (e.g., Huang et al, 2019 , where participants first saw a color cue and then tasted the samples in a black screen), the present study enhances the realism of the situation by enabling the participants to simultaneously interact with the same object in both the physical and virtual environment. From an industrial perspective, this study demonstrates the possibility of performing rapid product testing with a consumer panel, in situations when it may be time-intensive or costly to produce products with the same range of visual features in the real-world.…”

Section: Introductionmentioning

confidence: 98%

“…Furthermore, a nascent body of literature examines how digitally introduced colors may influence taste perception. For example, Huang and colleagues examined how displaying different colors of tea (red or green) in VR influenced individuals’ subsequent taste ratings of drinks in the real-world ( Huang et al, 2019 ). Results of this study largely did not find any overall effect of color.…”

Section: Introductionmentioning

confidence: 99%

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A Dash of Virtual Milk: Altering Product Color in Virtual Reality Influences Flavor Perception of Cold-Brew Coffee

et al. 2020

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It is well known that the appearance of food, particularly its color, can influence flavor perception and identification. However, food studies involving the manipulation of product color face inevitable limitations, from extrinsic flavors introduced by food coloring to the cost in development time and resources in order to produce different product variants. One solution lies in modern virtual reality (VR) technology, which has become increasingly accessible, sophisticated, and widespread over the past years. In the present study, we investigated whether making a coffee look milkier in a VR environment can alter its perceived flavor and liking. Thirty-two United Kingdom (UK) consumers were given four samples of black cold brew coffee at 4 and 8% sucrose concentration. They wore VR headsets throughout the study and viewed the same coffee in a virtual setting. The color of the beverage was manipulated in VR, such that participants saw either a dark brown or light brown liquid as they sipped the coffee. A full factorial design was used so that each participant tasted each sweetness x color combination, Participants reported sweetness, creaminess, and liking for each sample. Results revealed that beverage color as viewed in VR significantly influenced perceived creaminess, with the light brown coffee rated to be creamier than dark brown coffee. However, beverage color did not influence perceived sweetness or liking. The present study supports the role of VR as a means of conducting food perception studies, either to gain a better understanding of multisensory integration, or, from an industry perspective, to enable rapid product testing when it may be time-intensive or costly to produce the same range of products in the real-world. Furthermore, it opens potential future opportunities for VR to promote healthy eating behavior by manipulating the visual appearance of foods.

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“…There is some intriguing research on the material properties of foods that are, for example, associated with freshness (Arce-Lopera et al, 2012;Imura et al, 2016; see also Meert et al, 2014). At the same time, however, there is also an emerging interest in trying to change the material properties of food by means of augmented reality (e.g., Huang et al, 2019;Ueda et al, submitted).…”

Section: Context and Product-extrinsic Influencesmentioning

confidence: 99%

Shitsukan — the Multisensory Perception of Quality

Spence

2020

Multisens. Res.

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We often estimate, or perceive, the quality of materials, surfaces, and objects, what the Japanese refer to as ‘shitsukan’, by means of several of our senses. The majority of the literature on shitsukan perception has, though, tended to focus on the unimodal visual evaluation of stimulus properties. In part, this presumably reflects the widespread hegemony of the visual in the modern era and, in part, is a result of the growing interest, not to mention the impressive advances, in digital rendering amongst the computer graphics community. Nevertheless, regardless of such an oculocentric bias in so much of the empirical literature, it is important to note that several other senses often do contribute to the impression of the material quality of surfaces, materials, and objects as experienced in the real world, rather than just in virtual reality. Understanding the multisensory contributions to the perception of material quality, especially when combined with computational and neural data, is likely to have implications for a number of fields of basic research as well as being applicable to emerging domains such as, for example, multisensory augmented retail, not to mention multisensory packaging design.

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Influence of virtual color on taste: Multisensory integration between virtual and real worlds

Cited by 44 publications

References 62 publications

Virtual Reality as a Tool to Study the Influence of the Eating Environment on Eating Behavior: A Feasibility Study

Virtual Reality as a Tool to Study the Influence of the Eating Environment on Eating Behavior: A Feasibility Study

A Dash of Virtual Milk: Altering Product Color in Virtual Reality Influences Flavor Perception of Cold-Brew Coffee

Shitsukan — the Multisensory Perception of Quality

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