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Effects of Context and Virtual Reality Environments on the Wine Tasting Experience, Acceptability, and Emotional Responses of Consumers

Wine tasting is a multidimensional experience that includes contextual information from tasting environments. Formal sensory tastings are limited by the use of booths that lack ecological validity and engagement. Virtual reality (VR) can overcome this limitation by simulating different environmental...

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Autores principales: Torrico, Damir D., Han, Yitao, Sharma, Chetan, Fuentes, Sigfredo, Gonzalez Viejo, Claudia, Dunshea, Frank R.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2020
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7073756/
https://www.ncbi.nlm.nih.gov/pubmed/32075018
http://dx.doi.org/10.3390/foods9020191
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author Torrico, Damir D.
Han, Yitao
Sharma, Chetan
Fuentes, Sigfredo
Gonzalez Viejo, Claudia
Dunshea, Frank R.
author_facet Torrico, Damir D.
Han, Yitao
Sharma, Chetan
Fuentes, Sigfredo
Gonzalez Viejo, Claudia
Dunshea, Frank R.
author_sort Torrico, Damir D.
collection PubMed
description Wine tasting is a multidimensional experience that includes contextual information from tasting environments. Formal sensory tastings are limited by the use of booths that lack ecological validity and engagement. Virtual reality (VR) can overcome this limitation by simulating different environmental contexts. Perception, sensory acceptability, and emotional responses of a Cabernet Sauvignon wine under traditional sensory booths, contextual environments, and VR simulations were evaluated and compared. Participants (N = 53) performed evaluations under five conditions: (1) traditional booths, (2) bright-restaurant (real environment with bright lights), (3) dark-restaurant (real environment with dimly lit candles), (4) bright-VR (VR restaurant with bright lights), and (5) dark-VR (VR restaurant with dimly lit candles). Participants rated the acceptability of aroma, sweetness, acidity, astringency, mouthfeel, aftertaste, and overall liking (9-point hedonic scale), and intensities of sweetness, acidity, and astringency (15-point unstructured line-scale). Results showed that context (booths, real, or VR) affected the perception of the wine’s floral aroma (dark-VR = 8.6 vs. booths = 7.5). Liking of the sensory attributes did not change under different environmental conditions. Emotional responses under bright-VR were associated with “free”, “glad”, and “enthusiastic”; however, under traditional booths, they were related to “polite” and “secure”. “Nostalgic” and “daring” were associated with dark-VR. VR can be used to understand contextual effects on consumer perceptions.
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spelling pubmed-70737562020-03-19 Effects of Context and Virtual Reality Environments on the Wine Tasting Experience, Acceptability, and Emotional Responses of Consumers Torrico, Damir D. Han, Yitao Sharma, Chetan Fuentes, Sigfredo Gonzalez Viejo, Claudia Dunshea, Frank R. Foods Article Wine tasting is a multidimensional experience that includes contextual information from tasting environments. Formal sensory tastings are limited by the use of booths that lack ecological validity and engagement. Virtual reality (VR) can overcome this limitation by simulating different environmental contexts. Perception, sensory acceptability, and emotional responses of a Cabernet Sauvignon wine under traditional sensory booths, contextual environments, and VR simulations were evaluated and compared. Participants (N = 53) performed evaluations under five conditions: (1) traditional booths, (2) bright-restaurant (real environment with bright lights), (3) dark-restaurant (real environment with dimly lit candles), (4) bright-VR (VR restaurant with bright lights), and (5) dark-VR (VR restaurant with dimly lit candles). Participants rated the acceptability of aroma, sweetness, acidity, astringency, mouthfeel, aftertaste, and overall liking (9-point hedonic scale), and intensities of sweetness, acidity, and astringency (15-point unstructured line-scale). Results showed that context (booths, real, or VR) affected the perception of the wine’s floral aroma (dark-VR = 8.6 vs. booths = 7.5). Liking of the sensory attributes did not change under different environmental conditions. Emotional responses under bright-VR were associated with “free”, “glad”, and “enthusiastic”; however, under traditional booths, they were related to “polite” and “secure”. “Nostalgic” and “daring” were associated with dark-VR. VR can be used to understand contextual effects on consumer perceptions. MDPI 2020-02-14 /pmc/articles/PMC7073756/ /pubmed/32075018 http://dx.doi.org/10.3390/foods9020191 Text en © 2020 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Torrico, Damir D.
Han, Yitao
Sharma, Chetan
Fuentes, Sigfredo
Gonzalez Viejo, Claudia
Dunshea, Frank R.
Effects of Context and Virtual Reality Environments on the Wine Tasting Experience, Acceptability, and Emotional Responses of Consumers
title Effects of Context and Virtual Reality Environments on the Wine Tasting Experience, Acceptability, and Emotional Responses of Consumers
title_full Effects of Context and Virtual Reality Environments on the Wine Tasting Experience, Acceptability, and Emotional Responses of Consumers
title_fullStr Effects of Context and Virtual Reality Environments on the Wine Tasting Experience, Acceptability, and Emotional Responses of Consumers
title_full_unstemmed Effects of Context and Virtual Reality Environments on the Wine Tasting Experience, Acceptability, and Emotional Responses of Consumers
title_short Effects of Context and Virtual Reality Environments on the Wine Tasting Experience, Acceptability, and Emotional Responses of Consumers
title_sort effects of context and virtual reality environments on the wine tasting experience, acceptability, and emotional responses of consumers
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7073756/
https://www.ncbi.nlm.nih.gov/pubmed/32075018
http://dx.doi.org/10.3390/foods9020191
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