Virtual Reality Food Marketing for Public Health

This trial explores how virtual reality (VR) marketing affects snack choices and feelings like hunger and excitement in young adults. Participants will experience either a VR food marketing scene (Wendyverse VR food marketing experience) or a non-food VR scene (Nikeland VR non-food marketing experience). The trial aims to determine if these virtual experiences influence snack preferences or purchasing decisions. It is ideal for young adults aged 18-24 who identify as Black or white, live in the NYC area, and do not have strong food dislikes or severe motion sickness. As an unphased trial, this study provides a unique opportunity to contribute to understanding the impact of VR marketing on consumer behavior.

The trial information does not specify whether you need to stop taking your current medications.

Research shows that specific safety information for the Wendyverse VR food marketing experience is not available. This new use of virtual reality focuses on promoting food. Since the trial does not involve a drug or medical device, typical concerns about side effects are less relevant. Instead, the main focus is on participants' reactions to the VR experience itself. Most people generally handle virtual reality well, though some might experience motion sickness or dizziness. Overall, available information suggests that using VR for food marketing does not present known safety risks. Those with concerns should consider discussing them with the trial coordinators.¹²³⁴⁵

Researchers are excited about this trial because it explores how virtual reality (VR) can influence public health through food marketing. Unlike traditional marketing methods, these VR experiences immerse participants in interactive environments, potentially making the marketing more engaging and impactful. By comparing a non-food VR experience with a food-focused one, researchers aim to understand how different types of VR marketing might sway consumer behavior and choices. This could lead to innovative marketing strategies that promote healthier eating habits.

Research shows that virtual reality (VR) food marketing can affect young adults' eating habits. Studies have found that VR-based food marketing, such as the Wendyverse, often increases cravings and snack consumption. This trial will compare the effects of the Wendyverse VR food marketing experience with the Nikeland VR non-food marketing experience. The Nikeland VR experience, which does not focus on food, serves as a control for comparison. Although VR technology is still evolving, early evidence highlights its strong influence on young adults' food-related behavior.¹²⁴⁶⁷