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Sci Rep

Title:		Exploring the effects of habituation and scent in first-person 360-degree videos on consumption behavior
Author(s):		Li BJ; Lee HM;
Address:		"Wee Kim Wee School of Communication and Information, Nanyang Technological University, WKWSCI Building #03-17, 31 Nanyang Link, Singapore, 637718, Singapore. benjyli@ntu.edu.sg. Wee Kim Wee School of Communication and Information, Nanyang Technological University, WKWSCI Building #03-17, 31 Nanyang Link, Singapore, 637718, Singapore"
Journal Title:		Sci Rep
Year:		2023
Volume:		20230523
Issue:		1
Page Number:		8353 -
DOI:		10.1038/s41598-023-35669-5
ISSN/ISBN:		2045-2322 (Electronic) 2045-2322 (Linking)
Abstract:		"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) x 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) x 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"
Keywords:		"Humans *Odorants *Habituation, Psychophysiologic Pheromones Smell Cognition;"
Notes:		"MedlineLi, Benjamin J Lee, Hui Min eng Research Support, Non-U.S. Gov't England 2023/05/24 Sci Rep. 2023 May 23; 13(1):8353. doi: 10.1038/s41598-023-35669-5"