How virtual reality food ads affect hunger and buying choices in young adults
Official title: The effect of virtual reality-based food marketing on biological hunger signals and purchase intention in young adults
Funded at New York University School of Medicine · NIH-11195156 · Data updated 2026-11-12
This study looks at how virtual reality food ads affect hunger and buying choices in Black young adults, aiming to understand how these ads might influence their eating habits and health.
Quick facts
| Grant type | Career grant |
|---|---|
| Study type | NIH-funded research |
| Funding institution | New York University School of Medicine NIH-funded |
| Lab location | 1 site (New York, United States) |
| Project start | September 19, 2024 |
| Project end | April 30, 2029 |
| Funding year | 2025 |
| Award (this year) | $135,702 |
| NIH project number | 5K01MD019320-02 |
| Project ID | NIH-11195156 on NIH RePORTER |
Who could benefit from this research
✓Could help
Ideal candidates for this research are Black young adults who are exposed to food marketing and may experience food insecurity.
✕Less likely to help
Patients who are not young adults or those who do not identify as part of the targeted demographic may not benefit from this research.
What this research studies
This research investigates how virtual reality (VR) food marketing influences biological hunger signals and purchase intentions among Black young adults. By examining the sophisticated techniques used by food companies to market unhealthy products, the study aims to understand the impact of these ads on dietary choices and nutritional health. Participants will be exposed to VR marketing experiences to measure their biological responses and intentions to purchase food. The research seeks to address the unique vulnerabilities of Black young adults, particularly in the context of food insecurity and targeted advertising.
Why it matters
Potential benefit: If successful, this research could lead to better understanding and strategies to mitigate the negative effects of food marketing on dietary choices in vulnerable populations.
How similar studies have gone: While there has been research on food marketing effects, this specific approach using virtual reality is novel and has not been extensively tested.
Where this research is happening
-
New York University School of Medicine
New York, United States Active
Researchers
- Principal investigator: Cassidy, Omni — New York University School of Medicine
- Study coordinator: Cassidy, Omni
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About this research
- This is an active NIH-funded research project — typically early-stage science, not a clinical trial accepting patient enrollment.
- Some NIH-funded labs run parallel clinical studies or seek volunteers for related work. To check, contact the principal investigator or institution listed above.
- For full project details, budget, and progress reports, visit the official NIH RePORTER page.