Virtual Reality Food Marketing for Public Health

Overseen By M. Gabriela Valverde

Age: 18 - 65

Sex: Any

Trial Phase: Academic

Sponsor: NYU Langone Health

Disqualifiers: Motion sickness, Dietary restrictions, Pregnancy, others

No Placebo Group All trial participants will receive the active study treatment (no placebo)

Compensation: Varies

Number of Visits: 1

What You Need to Know Before You Apply

What is the purpose of this trial?

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.

Will I have to stop taking my current medications?

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

What prior data suggests that this VR experience is safe for participants?

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. ^{1 2 3 4 5}

Why are researchers excited about this trial?

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.

What evidence suggests that this trial's treatments could be effective?

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. ^{1 2 4 6 7}

Who Is on the Research Team?

Omni Cassidy, Ph.D.

Principal Investigator

NYU Langone Health

Are You a Good Fit for This Trial?

This trial is for black and white young adults interested in how virtual reality (VR) affects snack consumption, purchase intentions, hunger, and arousal. Specific eligibility criteria are not provided.

Inclusion Criteria

Self-identify as Black or white in order to determine racial/ethnic differences in responses to unhealthy VR-based food and beverage marketing

I can read, write, and understand English for all study materials.

Self-report normal or corrected-to-normal vision from glasses or contacts

Exclusion Criteria

Self-report dietary restriction, such as food allergies or veganism, which may lead to different effects when exposed to food marketing

Report being pregnant or breastfeeding, which may affect hunger

I smoke or use tobacco.

Timeline for a Trial Participant

Screening

Participants are screened for eligibility to participate in the trial

1-2 weeks

VR Exposure

Participants are exposed to either VR food marketing or VR non-food control for 15 minutes and provide feedback

15 minutes

1 visit (in-person)

Post-Exposure Assessment

Participants' purchase intention, salivary flow, electrodermal activity, and snack consumption are measured

Up to 20 minutes

Follow-up

Participants are monitored for any immediate reactions or feedback post-exposure

5-10 minutes

What Are the Treatments Tested in This Trial?

Interventions

• Nikeland VR non-food marketing experience
• Wendyverse VR food marketing experience

Trial Overview

The study tests the impact of VR food marketing (Wendyverse VR) against a non-food VR experience (Nikeland VR). Participants will be randomly assigned to one of these two conditions for a single session lasting 2 hours.

How Is the Trial Designed?

Group I: Virtual Reality (VR) food marketing exposure Experimental Treatment 1 Intervention

Participants will be given 15 minutes to explore the VR experience and provide feedback on whether they believe their peers would engage with the experience (concealment/deception).

Group II: VR non-food control Active Control 1 Intervention

Participants will be given 15 minutes to explore the VR experience and provide feedback on whether they believe their peers would engage with the experience (concealment/deception).

Who Is Running the Clinical Trial?

NYU Langone Health

Lead Sponsor

Trials

1,431

Recruited

838,000+

National Institute on Minority Health and Health Disparities (NIMHD)

Collaborator

Trials

473

Recruited

1,374,000+

Published Research Related to This Trial

Virtual reality (VR) can be an innovative tool in marketing research to influence food choices and promote healthier eating habits, potentially countering the marketing of unhealthy foods.

Interviews with experts highlight the use of virtual grocery stores to educate students about nutrition and the relationship between food quality and health, which could aid in addressing obesity and diabetes.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

New directions in the use of virtual reality for food shopping: marketing and education perspectives. Ruppert, B.[2021]

The mobile game-based VR rehabilitation program (MoU-Rehab) significantly improved upper extremity function in stroke patients compared to conventional therapy, as measured by the Fugl-Meyer Assessment and other metrics.

The program was well-tolerated with no adverse effects reported, and patients expressed high satisfaction, indicating its feasibility as a rehabilitation tool for upper limb recovery after ischemic stroke.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Mobile game-based virtual reality rehabilitation program for upper limb dysfunction after ischemic stroke. Choi, YH., Ku, J., Lim, H., et al.[2019]

The Experience Success (ES) project utilized virtual reality (VR) technology to create a safe and interactive environment for training weight management skills, specifically targeting social eating situations.

Feedback from 37 overweight/obese women indicated that the VR scenario significantly improved their skills, confidence, and commitment to managing their eating behaviors in social contexts.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Development of and feedback on a fully automated virtual reality system for online training in weight management skills. Thomas, JG., Spitalnick, JS., Hadley, W., et al.[2021]

The ConVRSelf virtual reality platform was well-accepted by participants, particularly among those living with obesity, indicating its potential as a supportive tool for lifestyle changes.

Both normal weight and obese participants showed high readiness to change their habits before and after using the VR system, suggesting that the platform effectively engages users in their journey towards healthier lifestyles.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Virtual self-conversation using motivational interviewing techniques to promote healthy eating and physical activity: A usability study. Anastasiadou, D., Herrero, P., Vázquez-De Sebastián, J., et al.[2023]

The study involving 35 ethnically diverse emerging adults found that food selections made in a virtual reality (VR) buffet were significantly correlated with those made in a real-world buffet, indicating that VR can effectively simulate real-life eating behaviors.

Participants rated their VR buffet experience positively, perceiving it as natural and reflective of their typical food choices, which supports the use of VR as a valid tool for researching food-related behaviors and interventions.

NCBI (Pubmed)

pubmed.ncbi.nlm.nih.gov

Validation of a Virtual Reality Buffet environment to assess food selection processes among emerging adults. Cheah, CSL., Barman, S., Vu, KTT., et al.[2021]

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Virtual Reality Food Marketing for Public Health

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Virtual Reality–Based Food and Beverage Marketing

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