Abdul Hannan Bin Zulkarnain , Howard R. Moskowitz , Zoltán Kókai , Attila Gere
{"title":"Enhancing consumer sensory science approach through augmented virtuality","authors":"Abdul Hannan Bin Zulkarnain , Howard R. Moskowitz , Zoltán Kókai , Attila Gere","doi":"10.1016/j.crfs.2024.100834","DOIUrl":null,"url":null,"abstract":"<div><p>Augmented Virtuality (AV) is a concept that merges components of Augmented Reality (AR) and Virtual Reality (VR), incorporating real elements into a virtual environment. This review analyses the influence of AV technology on sensory science and consumer behaviour, with the potential to improve product evaluation through sensory analysis. The objective is to develop immersive sensory environments that closely resemble real-world scenarios, offering accurate insights into consumer perceptions and preferences. Participants will be able to observe genuine food products within the virtual environment. Through the utilization of a multidisciplinary approach, the analysis explores the point at which technology and human senses intersect, revealing new and unique understandings of decision-making processes. This enhances comprehension of consumer choices and behaviour in virtual environments, providing practical uses for industries navigating the ever-changing nature of augmented virtuality. This review demonstrates that the integration of AV elements in sensory science can have a substantial influence.</p></div>","PeriodicalId":10939,"journal":{"name":"Current Research in Food Science","volume":"9 ","pages":"Article 100834"},"PeriodicalIF":6.2000,"publicationDate":"2024-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S2665927124001606/pdfft?md5=2b6b3f9d60bc9e1234db7ab4b7c19f70&pid=1-s2.0-S2665927124001606-main.pdf","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Current Research in Food Science","FirstCategoryId":"97","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2665927124001606","RegionNum":2,"RegionCategory":"农林科学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"FOOD SCIENCE & TECHNOLOGY","Score":null,"Total":0}
引用次数: 0
Abstract
Augmented Virtuality (AV) is a concept that merges components of Augmented Reality (AR) and Virtual Reality (VR), incorporating real elements into a virtual environment. This review analyses the influence of AV technology on sensory science and consumer behaviour, with the potential to improve product evaluation through sensory analysis. The objective is to develop immersive sensory environments that closely resemble real-world scenarios, offering accurate insights into consumer perceptions and preferences. Participants will be able to observe genuine food products within the virtual environment. Through the utilization of a multidisciplinary approach, the analysis explores the point at which technology and human senses intersect, revealing new and unique understandings of decision-making processes. This enhances comprehension of consumer choices and behaviour in virtual environments, providing practical uses for industries navigating the ever-changing nature of augmented virtuality. This review demonstrates that the integration of AV elements in sensory science can have a substantial influence.
期刊介绍:
Current Research in Food Science is an international peer-reviewed journal dedicated to advancing the breadth of knowledge in the field of food science. It serves as a platform for publishing original research articles and short communications that encompass a wide array of topics, including food chemistry, physics, microbiology, nutrition, nutraceuticals, process and package engineering, materials science, food sustainability, and food security. By covering these diverse areas, the journal aims to provide a comprehensive source of the latest scientific findings and technological advancements that are shaping the future of the food industry. The journal's scope is designed to address the multidisciplinary nature of food science, reflecting its commitment to promoting innovation and ensuring the safety and quality of the food supply.