Virtual, augmented, and mixed reality as a versatile tool in food consumer behavior evaluation: Recent advances in aroma, taste, and texture incorporation

Abstract

The perceptual behavior of consumers on a product displayed in the market has a vital role in analyzing the importance given to that product. Therefore, various strategies have been developed to understand this consumer behavior in the selection of products. Immersive technologies like virtual, augmented, and mixed reality are among them. With the foremost feature of immersion in the virtual world and interaction of users with virtual objects, virtual reality, and augmented reality have unlocked their potential in research and a user‐friendly tool for analyzing consumer behavior. In addition to these technologies, mixed reality also has a significant role in investigating consumer behavior. Studies on immersive technologies in food applications are vast, hence this review focuses on the applications of virtual, augmented, and mixed reality in the food selection behavior of consumers. The behavioral studies are elicited to develop new products based on consumer needs, to understand the shopping behavior in supermarkets for real‐time usage, and to know the influence of emotions in a selection of products. The findings suggest that virtual, augmented, and mixed reality induce immersion of the users in food selection behavioral studies. Information on the technological advancements in the tools used for bringing immersion and interaction are discussed for its futuristic applications in food. Though immersive technology gives users a realistic virtual environment experience, its application in food systems is in the budding stage. More research on human response studies would contribute to its innovative and inevitable application in the future.

Elucidating salt-reduction mechanisms of aroma-active compounds from yeast extracts through sensomics approaches and electroencephalography

“…The principle of multisensory integration for enhancing saltiness is achieved through the synergy between taste and smell, which occurs in several brain regions, including the anterior insula, frontal cortex, anterior cingulate cortex, and prefrontal cortex of the eye sockets ( Barry, Danielle, Samuel, & Juyun, 2012 ; Bhavadharini, Monica, Anbarasan, & Mahendran, 2023 ). Previous research has confirmed that odors with savory properties, such as ham, Comté cheese, sardine, and soy sauce aroma could significantly enhance saltiness perception ( Chen et al, 2024 ; Lawrence, Salles, & Palicki, 2010 ).…”

Make it real, make it useful! The impact of AR social experience on brand positivity and information sharing

“…Balasubramanian and Konar (2022) investigate the prospects of an AR-integrated menu in producing a healthy dining experience with nutritional information as well as a realistic/immersive dining pace. Bhavadharini et al (2023) explored how augmented and mixed reality affects consumer food choices, leading to new product development, real-time shopping insights, and an understanding of emotional influences on product selection. Styliaras (2021) study explores the current utilization of augmented reality applications in the food analysis and promotion sectors through products and orders.…”