Exploring the effects of habituation and scent in first-person 360-degree videos on consumption behavior

Although immersive virtual environments can influence food-related thoughts, emotions and behavior, the influence of repeated exposure to food cues in such environments has rarely been explored. This study seeks to understand if habituation, a decrease in one's physiological and behavioral resp...

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Main Authors: Li, Benjamin Junting, Lee, Hui Min
Other Authors: Wee Kim Wee School of Communication and Information
Format: Article
Language:English
Published: 2023
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Online Access:https://hdl.handle.net/10356/169228
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-1692282023-07-16T15:33:11Z Exploring the effects of habituation and scent in first-person 360-degree videos on consumption behavior Li, Benjamin Junting Lee, Hui Min Wee Kim Wee School of Communication and Information Social sciences::Communication Habituation Odor Although immersive virtual environments can influence food-related thoughts, emotions and behavior, the influence of repeated exposure to food cues in such environments has rarely been explored. This study seeks to understand if habituation, a decrease in one's physiological and behavioral response that results from repeated simulation, can take place while repeatedly watching 360-degrees of food being consumed. The influence of scent as an olfactory cue is further explored, based on past research on embodied cognition. In Study One (n = 42), participants who viewed 30 repetitions of someone eating an M&M ate significantly fewer M&Ms than those who viewed three repetitions. Study Two (n = 114) used a 2 (behavior: eating M&M/inserting a coin) × 2 (repetitions: 3/30) between-subjects experiment to confirm that results from Study One were due to habituation of the consumption video, finding that there were only significant differences between repetitions in the M&M condition. Finally, Study Three (n = 161) comprised a 2 (repetition: 3/30) × 2 (scent: present/absent) between-subjects experiment. Participants in the 30-repetition condition and those in the scent-present condition ate significantly fewer M&Ms respectively, but no interaction effects were found. The theoretical and practical implications of these findings are discussed. Nanyang Technological University Published version This project was supported by a Start-Up Grant from Nanyang Technological University, Singapore 2023-07-10T01:11:13Z 2023-07-10T01:11:13Z 2023 Journal Article Li, B. J. & Lee, H. M. (2023). Exploring the effects of habituation and scent in first-person 360-degree videos on consumption behavior. Scientific Reports, 13(1), 8353-. https://dx.doi.org/10.1038/s41598-023-35669-5 2045-2322 https://hdl.handle.net/10356/169228 10.1038/s41598-023-35669-5 37221377 2-s2.0-85159966848 1 13 8353 en NTU-SUG Scientific Reports © The Author(s) 2023. Open Access. This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic Social sciences::Communication
Habituation
Odor
spellingShingle Social sciences::Communication
Habituation
Odor
Li, Benjamin Junting
Lee, Hui Min
Exploring the effects of habituation and scent in first-person 360-degree videos on consumption behavior
description Although immersive virtual environments can influence food-related thoughts, emotions and behavior, the influence of repeated exposure to food cues in such environments has rarely been explored. This study seeks to understand if habituation, a decrease in one's physiological and behavioral response that results from repeated simulation, can take place while repeatedly watching 360-degrees of food being consumed. The influence of scent as an olfactory cue is further explored, based on past research on embodied cognition. In Study One (n = 42), participants who viewed 30 repetitions of someone eating an M&M ate significantly fewer M&Ms than those who viewed three repetitions. Study Two (n = 114) used a 2 (behavior: eating M&M/inserting a coin) × 2 (repetitions: 3/30) between-subjects experiment to confirm that results from Study One were due to habituation of the consumption video, finding that there were only significant differences between repetitions in the M&M condition. Finally, Study Three (n = 161) comprised a 2 (repetition: 3/30) × 2 (scent: present/absent) between-subjects experiment. Participants in the 30-repetition condition and those in the scent-present condition ate significantly fewer M&Ms respectively, but no interaction effects were found. The theoretical and practical implications of these findings are discussed.
author2 Wee Kim Wee School of Communication and Information
author_facet Wee Kim Wee School of Communication and Information
Li, Benjamin Junting
Lee, Hui Min
format Article
author Li, Benjamin Junting
Lee, Hui Min
author_sort Li, Benjamin Junting
title Exploring the effects of habituation and scent in first-person 360-degree videos on consumption behavior
title_short Exploring the effects of habituation and scent in first-person 360-degree videos on consumption behavior
title_full Exploring the effects of habituation and scent in first-person 360-degree videos on consumption behavior
title_fullStr Exploring the effects of habituation and scent in first-person 360-degree videos on consumption behavior
title_full_unstemmed Exploring the effects of habituation and scent in first-person 360-degree videos on consumption behavior
title_sort exploring the effects of habituation and scent in first-person 360-degree videos on consumption behavior
publishDate 2023
url https://hdl.handle.net/10356/169228
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