Young adults' experiences with virtual reality food marketing

The Young Adults' Experiences With Virtual Reality (YAES VR) Study

We are testing whether experiencing food-focused virtual reality versus non-food virtual reality changes snack eating, hunger, excitement, or wanting to buy snacks in Black and white young adults aged 18–24.

Quick facts

• Phase: Not applicable
• Study type: Interventional
• Enrollment: 200 (estimated)
• Ages: 18 Years to 24 Years
• Sex: All
• Sponsor: NYU Langone Health (Academic / other)
• Locations: 1 site (New York, New York)
• Trial ID: NCT06917391 on ClinicalTrials.gov

What this trial studies

This randomized, single-visit laboratory experiment assigns Black and white young adults to either a VR food-marketing environment or a VR non-food control environment and measures immediate effects. Primary outcomes include snack consumption, purchase intention, self-reported hunger, and physiological/subjective arousal measured during a two-hour visit. The study also examines whether food or nutrition insecurity modifies responses to VR food marketing. All procedures take place in person at an NYU Langone research site in the New York metropolitan area.

Who should consider this trial

Good fit: Ideal participants are 18–24-year-olds who self-identify as Black or white, live in the NYC metropolitan area, read and speak English, have normal or corrected vision, can walk comfortably in VR, and can provide consent.

Not a fit: People with a history of significant motion sickness, major dietary restrictions (e.g., relevant food allergies or strict veganism), dislike of most offered snacks, or those living outside the NYC area are unlikely to benefit or be eligible.

Why it matters

Potential benefit: If successful, the results could clarify how VR food marketing influences eating and purchase desires among young adults and inform policy or interventions to reduce targeted unhealthy marketing.

How similar studies have performed: Previous research shows traditional food marketing increases consumption and purchase intent, but experimental work on VR-based food marketing—especially among Black young adults—is limited and still emerging.

Eligibility criteria

Inclusion Criteria:

1. 18-24 years old;
2. self-identify as Black or white in order to determine racial/ethnic differences in responses to unhealthy VR-based food and beverage marketing;
3. self-report normal or corrected-to-normal vision from glasses or contacts;
4. self-report comfort and ability to walk around within a VR paradigm;
5. able to read, write, understand, and respond to all study materials (including the VR paradigm) in English
6. residing in the NYC-metropolitan area in order to be available for in-person study
7. capacity and willingness to provide consent

Exclusion Criteria:

1. report a history of disorders causing motion sickness or have a history of significant motion sickness, which could be triggered within the VR paradigm
2. self-report dietary restriction, such as food allergies or veganism, which may lead to different effects when exposed to food marketing;
3. Self-report disliking 50% or more of the snacks that will be offered during the laboratory test snack as determined by a score of 5 or less on the food preferences questionnaire, which may have a confounding effect on consumption;
4. report being pregnant or breastfeeding, which may affect hunger;
5. smoke or consume tobacco, which decreases salivary flow; or
6. self-report being very hungry based on 100 mm VAS hunger rating, which minimizes the burden to participants to fast prior to the visit and maximizes the ability to detect differences between groups.Those excluded for being very hungry will have the option of returning to the visit on a different day.

Where this trial is running

New York, New York

• NYU Langone Health — New York, New York, United States (Recruiting)

Study contacts

• Principal investigator: Omni Cassidy, Ph.D. — NYU Langone Health
• Study coordinator: Omni Cassidy, Ph.D.

Conditions Population Health