Enhancing consumer sensory science approach through augmented virtuality.

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

SUBMITTER: Zulkarnain AHB 

PROVIDER: S-EPMC11403449 | biostudies-literature | 2024

REPOSITORIES: biostudies-literature