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

200 Participants Needed

Trial Summary

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 data supports the effectiveness of the treatment Nikeland VR non-food marketing experience, Wendyverse VR food marketing experience?

Research suggests that virtual reality (VR) can be a useful tool in shaping food choices and teaching healthier eating habits, which could help in obesity prevention and management. VR has been shown to enhance motivation and skill development in other health-related areas, indicating potential benefits for using VR in food marketing experiences to promote public health. ^{1 2 3 4 5}

Is virtual reality food marketing safe for humans?

The studies reviewed do not provide specific safety data for virtual reality food marketing experiences like Nikeland VR or Wendyverse VR. However, virtual reality platforms have been used in various research settings, such as nutrition education and food selection, without reported safety concerns, suggesting they are generally considered safe for human use. ^{1 6 7 8 9}

How does the Virtual Reality Food Marketing treatment differ from other treatments for food marketing exposure?

The Virtual Reality Food Marketing treatment is unique because it uses immersive virtual reality experiences to influence perceptions of food marketing, unlike traditional methods that rely on physical environments or media campaigns. This approach allows for a controlled and engaging way to study and potentially alter how people, especially children, respond to food marketing. ^{7 10 11 12 13}

What is the purpose of this trial?

The purpose of this study is to test the effect of virtual reality (VR) food marketing exposure (versus VR non-food control) on snack consumption, purchase intention, hunger, and arousal in black and white young adults. Participants will be randomized to either the VR food marketing condition or VR non-food control. Study participation duration will be 2 hours during a one-time, single visit.

Research Team

Omni Cassidy, Ph.D.

Principal Investigator

NYU Langone Health

Eligibility Criteria

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

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

Treatment Details

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.

Participant Groups

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+

Findings from Research

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]

References

1. United States pubmed.ncbi.nlm.nih.gov

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

2. United States pubmed.ncbi.nlm.nih.gov

Application of virtual reality methods to obesity prevention and management research. [2021]

3. Netherlands pubmed.ncbi.nlm.nih.gov

Mobile game-based virtual reality rehabilitation program for upper limb dysfunction after ischemic stroke. [2019]

4. United States pubmed.ncbi.nlm.nih.gov

Development of and feedback on a fully automated virtual reality system for online training in weight management skills. [2021]

5. United States pubmed.ncbi.nlm.nih.gov

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8. Switzerland pubmed.ncbi.nlm.nih.gov

Virtual self-conversation using motivational interviewing techniques to promote healthy eating and physical activity: A usability study. [2023]

9. England pubmed.ncbi.nlm.nih.gov

Validation of a Virtual Reality Buffet environment to assess food selection processes among emerging adults. [2021]

10. Switzerland pubmed.ncbi.nlm.nih.gov

Choice, Motives, and Mixed Messages: A Qualitative Photo-Based Inquiry of Parents' Perceptions of Food and Beverage Marketing to Children in Sport and Recreation Facilities. [2022]

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How Branded Marketing and Media Campaigns Can Support a Healthy Diet and Food Well-Being for Americans: Evidence for 13 Campaigns in the United States. [2021]

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13. England pubmed.ncbi.nlm.nih.gov

Appetite for change? Facilitators and barriers to nutrition guideline implementation in Canadian recreational facilities. [2021]