A Piña Colada Tastes Better on a (Virtual) Beach
During IFT19, an interactive event allowed participants to be immersed in a virtual environment to test whether their surroundings would alter their liking of beverages.
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The classic central location testing (CLT) paradigm is pervasive in consumer research and usually involves carefully controlled tests run in sensory booths specially designed to minimize any unnecessary stimulation or distraction. These booths limit extraneous factors that may impact participants’ perception or influence how they evaluate samples, including eliminating any context from their surroundings. However, in the real world, people do not consume foods or beverages under such isolated ci…
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