Examining the effect of virtual-reality based fast-food marketing on eating-related outcomes in young adults: The Young Adults’ ExperienceS with Virtual Reality (YAES VR) Study protocol (Preprint)

Abstract

BACKGROUND Black communities, compared to White communities, are disproportionately targeted with more unhealthy food advertisements on television and social media. Exposure to unhealthy food and beverage marketing is associated with appetitive sensations, purchase intention, and intake behaviors, which may contribute to poor overall diet quality and worsening nutritional disparities in Black communities. Despite the negative effects, food and beverage companies are expanding their reach and harnessing advanced technology to create immersive experiences using virtual reality (VR). Black young adults may be uniquely vulnerable. OBJECTIVE The goal of this manuscript is to describe a protocol that will be used to explore the effect of VR-based fast-food marketing (compared to a VR non-food control) on purchase intention, arousal, and hunger in a sample of Black and white young adults. METHODS Participants will be randomized to either a VR-based fast-food marketing experience (Wendyverse—based on the fast-food brand Wendy’s) or a VR non-food control. The outcomes will be fast-food purchase intention via self-report questionnaire, arousal via electrodermal activity, hunger via salivary reactivity, as well as differences by race/ethnicity. RESULTS This study is funded by the National Institute of Minority Health and Health Disparities. Recruitment is expected to begin Spring 2025. CONCLUSIONS The study will examine the effect of unhealthy fast-food marketing using a VR paradigm. Data will be used to support future research and our understanding of the effect of digital forms of unhealthy food and beverage marking to young people.