Sensory Analysis Performed within Augmented Virtuality System: Impact on Hedonic Scores, Engagement, and Presence...

Area of Science:

• Food Science
• Human-Computer Interaction
• Sensory Analysis

Background:

• Traditional sensory booths lack ecological validity due to minimal external stimuli.
• Immersive environments offer contextual cues, but mixed reality (MR) applications are understudied.
• Augmented Virtuality (AV) combines real products with virtual environments for enhanced sensory experiences.

Purpose of the Study:

• To evaluate an augmented virtuality (AV) system for sensory analysis of peach nectars.
• To compare consumer perception and engagement in AV environments versus a traditional laboratory setting.
• To assess the impact of environment on hedonic discrimination, engagement, and presence.

Main Methods:

• 102 consumers evaluated five peach nectar samples across three environments: a public food court, a living room (AV), and a laboratory sensory booth.
• Participants rated overall liking, provided open comments, and completed Engagement (EQ) and Presence Questionnaires (PQ).
• Statistical analysis compared environmental effects on discrimination, liking, engagement, and presence.

Main Results:

• The environment type significantly affected hedonic discrimination, with only the laboratory setting showing discrimination between samples.
• No significant differences in sample evaluation were found across the different environments.
• Engagement scores, specifically 'Affective Value,' were higher in the AV system.
• Presence levels were significantly higher in the public food court AV environment and correlated with engagement.

Conclusions:

• AV systems can enhance affective value and presence in sensory analysis, offering greater ecological validity.
• While traditional labs may offer better discrimination, AV environments show promise for increasing consumer engagement.
• Future research should explore optimizing AV systems for both engagement and discrimination in product evaluation.