Virtual chocolate: the role of olfactory cues in multisensory VR on perceived realism, food enjoyment, and snack choices

Abstract This study investigates the effects of different levels of realism: Reality (Real), Virtual Reality (VR), and Multisensory Virtual Reality (VRS) with olfactory cues, on human perception of realism and eating behaviour. The study (N = 130) compared enjoyment levels, snack choice, and consumption time across the three realism conditions, as well as presence and motion sickness scores between the two virtual conditions. Participants in the Real condition physically consumed real chocolate, while participants in the VR and VRS conditions imitated consumption using virtual chocolate. Results showed that enjoyment scores were initially higher in the Real condition compared to VR and VRS but declined with each iteration of chocolate consumption, while VR enjoyment remained stable. Participants in the VR and VRS conditions were more likely to choose chocolate over banana post-experiment than those in the Real condition. No significant differences in presence or motion sickness were observed between VR conditions. These findings suggest that Multisensory VR could be an effective tool for influencing eating behaviour.