Unveiling aromas: Virtual reality and scent identification for sensory analysis.

Sensory analysis is crucial for optimizing experiences in various fields, including food, cosmetics, and product design. Traditional methods can be inefficient and imprecise. This study introduces a novel approach by blending Virtual Reality (VR) technology with scent identification techniques. The aim is to investigate whether the visual representation of food products affects scent perception. Limited research has explored the use of VR in scent identification, which is especially relevant when altering the food environment setting. A virtual sensory laboratory was developed to mimic MATE's sensory booth. Sixty participants, all MATE students, were involved in this study. This method offers a potential means to streamline scent identification and reduce human bias in sensory analysis. In summary, the combination of VR technology and scent identification presents a fresh methodological approach to sensory analysis, where both scent and exposure are influenced by the environment or imagery. This concept delves into cross-modal correspondences and the role of sensory cues in shaping our perception of food odours within the VR setting.

How do ethnically congruent music and meal drive food choices?

Playing ethnic music in restaurants increases consumer experience. Studies show, furthermore, that ethnic congruence of music and food affects food selection but not the liking of customers. An eye-tracking study was completed with 104 participants to uncover if there is an effect of ethnic music on selecting ethnic foods. German, Hungarian, Italian, and Spanish ethnic music was played while participants choose congruent starters, main dishes, and desserts. Results show that visual attention decreased when any background music was played. However, when played, the highest visual attention was recorded during Spanish music. Similarly, the most visual attention was recorded on Spanish dishes. Food choice frequencies showed no differences among the four nations. However, after aggregating German-Hungarian and Italian-Spanish music and dishes, it turned out that participants chose congruent music and food. Choice predictions were also completed on data with and without ethnic music. The performance of prediction models significantly increased when music was played. These findings highlight a clear link between music and food choices, and that music helped participants complete their choices and decide faster.