Virtual reality for multisensory evaluation: effects of contextual environments, musical genres, and audiovisual congruence on consumer perception and acceptance

Sensory perception and acceptance of foods and beverages are shaped by the consumption environment, and virtual reality (VR) offers new possibilities for controlling and simulating contextual factors with ecological validity. This study investigated how immersive VR contexts, combined with distinct musical genres, influence sensory perception, beer acceptance, and the overall consumer experience. The musical genres Pagode and Country were selected based on an exploratory survey, while Ambient music served as a neutral stimulus. Participants evaluated the beverage under six combinations of virtual scenarios and music: VR Sea/Ambient, VR Sea/Country, VR Sea/Pagode, VR Village/Ambient, VR Village/Country, and VR Village/Pagode. Acceptance was measured using a hedonic scale; sensory attributes through RATA; and emotions through CATA. A significant interaction (p > 0.001) between scenario and music indicated that the effect of each stimulus depends on the other. Congruent pairings such as VR Sea/Pagode and VR Village/Country yielded the highest proportions of positive evaluations (79% and 87%). The incongruent VR Village/Pagode also showed high acceptance (73%), suggesting the influence of familiarity and musical preference. RATA data showed that the most preferred combinations were associated with desirable attributes, including fruity flavor, refreshment, and lightness. Overall, the findings demonstrate that VR is a powerful tool for multisensory evaluation, enabling the investigation of contextual, sensory, and cultural interactions in controlled yet realistic environments, and offering meaningful contributions to gastronomic research and the design of innovative food experiences.