Sensory science provides objective information about the consumer understanding of a
product, the acceptance or rejection of stimuli, and the description of the emotions evoked. It …

Background The development of virtual reality (VR) technology has the potential to provide
enormous opportunities for food and consumer behavior research to further explore current …

Highlights•Sensory evaluation incorporates new technologies from different
disciplines.•Novel methods have been developed to capture holistic sensory responses.• …

Wine tasting is a multidimensional experience that includes contextual information from
tasting environments. Formal sensory tastings are limited by the use of booths that lack …

Implicit and explicit measures are typically combined in laboratory food studies. Results of
these laboratory studies often show little additional value of implicit compared to explicit …

Wine consumption is a sensory experience that can evoke a wide range of emotional
responses and heterogeneous hedonic reactions, that also depend on the circumstances in …

With its origin-centric value proposition, the specialty coffee industry seeks to educate
consumers about the value of the origin of coffee and how the relationship with farmers …

The existing multisensory literature suggests that the combination of the different human
senses in a controlled fashion during food/drink experiences can provide more enjoyment to …

Prior research using immersive technology has shown that consumption contexts can be
successfully recreated to elicit effects on hedonic food evaluations, but the food-specificity of …

Purpose The purpose of this study is to examine the role of social presence in enhancing
positive behaviors in the virtual reality (VR)-based wine tourism context through an …