Initial research indicates that the use of immersive technologies may improve the predictive validity and reliability of liking scores in consumer testing. However, how immersive technologies impact Just-About-Right ratings is hardly known. Forty-five participants took part in three tasting sessions, each in a different context: 1) laboratory, 2) immersive context simulating a cafe using audiovisual cues, and 3) real cafe. Each session, participants tasted four tomato soups varying in salt content preceded by a warm-up sample. Liking, optimal levels of sensory attributes (JAR) and engagement were measured. Results showed that there were no differences in liking or JAR ratings on sensory attributes of the soups across the three contexts. Nevertheless, participants felt more engaged in the real cafe and simulated cafe than in the laboratory. These results contribute to a better understanding of how sensory differences as assessed in a laboratory or immersive context relate to sensory differences that consumers would notice when they use the products in real-life.

中文翻译：

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在消费者测试中实施沉浸式技术：在实验室、沉浸式模拟咖啡馆和真实咖啡馆中获得喜欢和恰到好处的评分

初步研究表明，沉浸式技术的使用可以提高消费者测试中喜好分数的预测有效性和可靠性。然而，几乎不知道沉浸式技术如何影响恰到好处的评级。45 名参与者参加了三场品酒会，每场都在不同的环境中：1) 实验室，2) 使用视听线索模拟咖啡馆的沉浸式环境，以及 3) 真正的咖啡馆。每次会议，参与者先品尝四种含盐量不同的番茄汤，然后进行热身样品。测量了喜好、感官属性 (JAR) 和参与度的最佳水平。结果表明，在三种情况下，汤的感官属性的喜好或 JAR 评级没有差异。尽管如此，与实验室相比，参与者在真实咖啡馆和模拟咖啡馆中的参与度更高。