An exploratory study to investigate emotion elicited by immersive ambiances

Food behaviour is modulated by the eating situation and environment. In a previous study, we investigated drink choices according to the ambiance by developing an immersive approach based on the concept of “having a drink in a bar”. Two bars (Modern vs. Traditional ambiance) were settled with a few piece of furniture (counter, tables and bar stools) made in raw wood for the Traditional bar and in blue retro-lighted translucent plastic for the Modern bar. A video-clip was projected on one wall: Red moving shapes associated to a “far west” music in the Traditional bar, and Blue moving bubbles associated to an “electro” music in the Modern bar. In each bar, 100 participants were asked which be…