How virtual reality affects the taste of the food

Virtual reality allows us to feel like we are in a completely different world. In advanced helmets sensations sometimes so real that you don’t even pay attention to graphics and completely immersed in a fictional world on the other side of the projection screen of the helmet. However, if we “believe” in the reality of the world, could this affect our perception of objective reality? As it turned out, VR may affect the taste of the food.

According to the publication Techcrunch, not so long ago on the basis of Cornell University (USA) a study was conducted on the effect of virtual environment on the perception of taste of food. The development said the team headed by Robert Dando.

“When we eat, we perceive not only the taste and aroma of food. We also receive information from our environment — the ears, eyes, and even memories can significantly affect the perception.”

Scientists wanted to find out not only whether VR can improve the taste of food, but also the possibility of using virtual reality as a test platform, enabling manufacturers to conduct research on the impact of the environment on the perception of the taste, while not putting people in real conditions (e.g. in a plane).

To implement the experiment we selected 50 volunteers. All of them passed through a standard set of locations: ordinary box without the VR helmet and 2 locations in a virtual environment: a bench in a quiet Park and not very aesthetically pleasing barn. Most interesting is that participants were offered in each of the three locations to try the same sort of blue cheese. But they knew nothing about it, thinking that all varieties are different. The results showed that cheese, eaten in pleasant surroundings VR, tastier than the cheese, eaten in a regular box without the virtual reality. The barn, which is logical, took the last place.

“This study confirms that virtual reality can be used as a medium for testing. VR gives visually consumed products quality environment that makes this type of testing is cost-effective.”

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