Intelligent Management and Artificial Intelligence: Trends, Challenges, and Opportunities, Vol.2

Purpose: The objective of this research is to investigate the interrelationships between attentional processes, emotional responses, and consumer product selection within an immersive virtual reality (VR) retail environment. Need for the study: Examining the interaction among cognitive attention, emotional reactions, and food-related choices can offer critical insights for marketing professionals, retail strategists, and policymakers. Such understanding could significantly enhance product positioning strategies and consumer engagement practices. Methodology: A VR-based experimental framework was implemented to measure consumer reactions toward distinct categories of food products. Non-parametric statistical analyses, specifically Kruskal-Wallis and Mann-Whitney U tests, were applied to evaluate differences in attention and emotional responses across diverse product categories. Findings: Overall findings indicated no significant differences in attentional focus across various food groups. Nevertheless, a statistically significant distinction emerged between the "fruit" and "vegetable" categories, reflecting the role of emotional engagement and individual preferences in guiding attentional resources. Specifically, vegetables elicited predominantly negative emotional responses, correlating with decreased concentration towards these products. Practical Implications: This research underscores the importance of integrating both cognitive and affective dimensions into consumer behavior analysis. Retailers and marketers can utilize VR technologies strategically to optimize product presentation and consumer interaction. Policymakers may also leverage these insights to encourage healthier dietary selections. Further studies should extend this work by assessing real-world transferability and exploring how contextual factors impact consumer decision-making processes.