The relationship between disgust sensitivity and behaviour: A virtual reality study on food disgust

•Disgust can be elicited in a virtual environment.•Virtual disgust stimuli influence participants’ behaviour.•Virtual reality can be used to introduce disgust elicitors.•Virtual reality is a powerful and promising tool for use in disgust research. This study was the first to use virtual reality for disgust research and pursued two aims. First, we explored whether it was possible to induce disgust in a virtual environment. Second, we examined the relationship between food disgust sensitivity, presence (a psychological state of “being there”), and participants’ willingness to eat a food item after exposure to a virtual disgust cue. We asked 100 participants to eat chocolate and complete a tasting experiment within a virtual environment while wearing a head-mounted HTC Vive device. The control group (n = 50) saw a piece of chocolate appear in the virtual environment on a table in front of them before being asked to take and eat it. The disgust group (n = 50) saw a dog that walked across the table and stopped halfway to produce dog faeces that looked like a piece of chocolate. Subsequently, participants were asked to eat a real piece of chocolate. In both groups, participants were given the opportunity to refuse consumption. Participants in the experimental condition were more likely to refuse consumption than those in the control condition. Furthermore, in the experimental condition, we found that physical presence mediated the relationship between participants’ food disgust sensitivity and willingness to eat the chocolate. Our data suggested that virtual reality is a valid way to evoke disgust for the purposes of research and that people who are disgust sensitive have more difficulty ignoring virtual disgust cues than people who are less disgust sensitive.