National Institute on Minority Health and Health Disparities 5K01MD019320-03

The effect of virtual reality-based food marketing on biological hunger signals and purchase intention in young adults

Research project funded by NIMHD to study the impact of VR-based food marketing on biological hunger signals and purchase intentions in young adults, focusing on racial disparities.

Description

This project aims to elucidate the effect of unhealthy food and beverage marketing, particularly virtual reality (VR)-based food marketing, on biological signals such as electrodermal activity and salivation, and purchase intention among Black and white young adults. The research will evaluate how exposure to VR food marketing influences these biological signals and purchase behaviors, with a focus on disparities affecting Black young adults. The study will develop community advisory boards, incorporate biological measurements into experimental paradigms, and analyze the interactions among race/ethnicity, food insecurity, and biological responses. Findings will inform behavioral interventions and regulatory efforts to reduce stealth digital food marketing targeting vulnerable groups.

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