Outputs (2)

Improving immersive consumption contexts using virtual & mixed reality (2024)
Journal Article
Barker, I., Yang, Q., Flintham, M., Ankeny, R., & Ford, R. (2024). Improving immersive consumption contexts using virtual & mixed reality. Science Talks, 10, Article 100346. https://doi.org/10.1016/j.sctalk.2024.100346

Immersive technologies, such as Virtual Reality (VR), provide a great opportunity to create relevant contexts in consumer studies. However, challenges persist in consuming food and drink during immersion and ensuring effective data collection. This s... Read More about Improving immersive consumption contexts using virtual & mixed reality.

Improving simulated consumption context with virtual Reality: A focus on participant experience (2022)
Journal Article
Yang, Q., Nijman, M., Flintham, M., Tennent, P., Hidrio, C., & Ford, R. (2022). Improving simulated consumption context with virtual Reality: A focus on participant experience. Food Quality and Preference, 98, Article 104531. https://doi.org/10.1016/j.foodqual.2022.104531

Context can have a significant impact on liking, emotional response and product choice, and Virtual Reality (VR) is a promising tool to evoke realistic consumption contexts in a controlled testing environment. This study compared an innovative approa... Read More about Improving simulated consumption context with virtual Reality: A focus on participant experience.