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Therefore, various strategies have been developed to understand this consumer behavior in the selection of products. Immersive technologies like virtual, augmented, and mixed reality are among them. With the foremost feature of immersion in the virtual world and interaction of users with virtual objects, virtual reality, and augmented reality have unlocked their potential in research and a user\u2010friendly tool for analyzing consumer behavior. In addition to these technologies, mixed reality also has a significant role in investigating consumer behavior. Studies on immersive technologies in food applications are vast, hence this review focuses on the applications of virtual, augmented, and mixed reality in the food selection behavior of consumers. The behavioral studies are elicited to develop new products based on consumer needs, to understand the shopping behavior in supermarkets for real\u2010time usage, and to know the influence of emotions in a selection of products. The findings suggest that virtual, augmented, and mixed reality induce immersion of the users in food selection behavioral studies. Information on the technological advancements in the tools used for bringing immersion and interaction are discussed for its futuristic applications in food. Though immersive technology gives users a realistic virtual environment experience, its application in food systems is in the budding stage. More research on human response studies would contribute to its innovative and inevitable application in the future.<\/jats:p>","DOI":"10.1111\/1541-4337.13248","type":"journal-article","created":{"date-parts":[[2023,10,13]],"date-time":"2023-10-13T09:09:16Z","timestamp":1697188156000},"page":"4925-4956","update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":54,"title":["Virtual, augmented, and mixed reality as a versatile tool in food consumer behavior evaluation: Recent advances in aroma, taste, and texture incorporation"],"prefix":"10.1111","volume":"22","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-3988-3088","authenticated-orcid":false,"given":"B","family":"Bhavadharini","sequence":"first","affiliation":[{"name":"Centre of Excellence in Nonthermal Processing National Institute of Food Technology, Entrepreneurship and Management \u2010Thanjavur (NIFTEM\u2010T)  Thanjavur India"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4576-1933","authenticated-orcid":false,"given":"V","family":"Monica","sequence":"additional","affiliation":[{"name":"Centre of Excellence in Nonthermal Processing National Institute of Food Technology, Entrepreneurship and Management \u2010Thanjavur (NIFTEM\u2010T)  Thanjavur India"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8367-6601","authenticated-orcid":false,"given":"R","family":"Anbarasan","sequence":"additional","affiliation":[{"name":"Centre of Excellence in Nonthermal Processing National Institute of Food Technology, Entrepreneurship and Management \u2010Thanjavur (NIFTEM\u2010T)  Thanjavur India"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8819-1013","authenticated-orcid":false,"given":"R","family":"Mahendran","sequence":"additional","affiliation":[{"name":"Centre of Excellence in Nonthermal Processing National Institute of Food Technology, Entrepreneurship and Management \u2010Thanjavur (NIFTEM\u2010T)  Thanjavur India"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2023,10,13]]},"reference":[{"key":"e_1_2_16_2_1","doi-asserted-by":"publisher","DOI":"10.1145\/2808207"},{"key":"e_1_2_16_3_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2015.12.054"},{"key":"e_1_2_16_4_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.foodqual.2021.104472"},{"key":"e_1_2_16_5_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.foodqual.2019.103833"},{"key":"e_1_2_16_6_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.foodqual.2020.103998"},{"key":"e_1_2_16_7_1","doi-asserted-by":"publisher","DOI":"10.1007\/s12393\u2010022\u201009308\u20100"},{"key":"e_1_2_16_8_1","first-page":"341","volume-title":"Human interface and the management of information","author":"Aoyama K.","year":"2020"},{"key":"e_1_2_16_9_1","doi-asserted-by":"publisher","DOI":"10.3389\/fpsyg.2017.02112"},{"issue":"3","key":"e_1_2_16_10_1","first-page":"91","article-title":"Moving forward with augmented reality menu: Changes in food consumption behaviour patterns","volume":"11","author":"Balasubramanian K.","year":"2022","journal-title":"Journal of Innovation in Hospitality and Tourism"},{"key":"e_1_2_16_11_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.foodqual.2014.11.017"},{"key":"e_1_2_16_12_1","doi-asserted-by":"publisher","DOI":"10.1162\/pres.1996.5.1.109"},{"key":"e_1_2_16_13_1","doi-asserted-by":"publisher","DOI":"10.1080\/15378020.2016.1185872"},{"key":"e_1_2_16_14_1","doi-asserted-by":"crossref","unstructured":"Berki B.(2019).Sense of presence in MaxWhere virtual reality.2019 10th IEEE International Conference on Cognitive Infocommunications (CogInfoCom)(pp.91\u201394).IEEE.https:\/\/doi.org\/10.1109\/CogInfoCom47531.2019.9089976","DOI":"10.1109\/CogInfoCom47531.2019.9089976"},{"key":"e_1_2_16_15_1","doi-asserted-by":"publisher","DOI":"10.1038\/s41928\u2010018\u20100161\u20106"},{"key":"e_1_2_16_16_1","doi-asserted-by":"publisher","DOI":"10.1007\/s00213\u2010008\u20101099\u20106"},{"key":"e_1_2_16_17_1","doi-asserted-by":"publisher","DOI":"10.1177\/0301006616685576"},{"key":"e_1_2_16_18_1","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-319-64027-3_9"},{"key":"e_1_2_16_19_1","doi-asserted-by":"publisher","DOI":"10.3390\/pr9020381"},{"key":"e_1_2_16_20_1","doi-asserted-by":"publisher","DOI":"10.1016\/B978-0-12-803457-6.00022-2"},{"key":"e_1_2_16_21_1","doi-asserted-by":"publisher","DOI":"10.1016\/B978-0-08-100295-7.00004-9"},{"key":"e_1_2_16_22_1","doi-asserted-by":"crossref","unstructured":"Caudell T. 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