Population HealthNCT06917391
The Young Adults' Experiences With Virtual Reality (YAES VR) Study
A study testing Wendyverse VR food marketing experience and Nikeland VR non-food marketing experience in people with Population Health, run by NYU Langone Health at 1 site in United States.
Trial summary
The purpose of this study is to test the effect of virtual reality (VR) food marketing exposure (versus VR non-food control) on snack consumption, purchase intention, hunger, and arousal in black and white young adults. Participants will be randomized to either the VR food marketing condition or VR non-food control. Read more about this study
- Who is it for?
- Ages 18 to 24 yearsHealthy volunteers can take part
- Conditions the study is for
- Population Health
- What is being tested?
- Wendyverse VR food marketing experience and Nikeland VR non-food marketing experience
- Type of treatment
- Lifestyle or therapy programme
- Could I receive a placebo?
- No, everyone receives an active treatment
- How many people
- 200 participants
- Where
- 1 siteUnited States
- Study dates
- 17 Nov 2025to 31 Mar 2028
- Phase
- Interventional
- Are there results?
- Not yet: the study is under way
Key requirements
Who can take part, as listed by the sponsor. Only the study team can confirm whether you are eligible, so take this list to your doctor.
- Ages 18 to 24 years
- All sexes
- Healthy volunteers accepted
- Adult
Who may be able to join
- 18-24 years old;
- self-identify as Black or white in order to determine racial/ethnic differences in responses to unhealthy VR-based food and beverage marketing;
- self-report normal or corrected-to-normal vision from glasses or contacts;
- self-report comfort and ability to walk around within a VR paradigm;
- able to read, write, understand, and respond to all study materials (including the VR paradigm) in English
- residing in the NYC-metropolitan area in order to be available for in-person study
- capacity and willingness to provide consent
Who cannot join
- report a history of disorders causing motion sickness or have a history of significant motion sickness, which could be triggered within the VR paradigm
- self-report dietary restriction, such as food allergies or veganism, which may lead to different effects when exposed to food marketing;
- Self-report disliking 50% or more of the snacks that will be offered during the laboratory test snack as determined by a score of 5 or less on the food preferences questionnaire, which may have a confounding effect on consumption;
- report being pregnant or breastfeeding, which may affect hunger;
- smoke or consume tobacco, which decreases salivary flow; or
- self-report being very hungry based on 100 mm VAS hunger rating, which minimizes the burden to participants to fast prior to the visit and maximizes the ability to detect differences between groups.Those excluded for being very hungry will have the option of returning to the visit on a different day.
Trial locations and contacts
1 site in 1 country. Contact the study team or a site near you to ask about taking part.
United States1 site, 1 recruiting
- Recruiting
NYU Langone Health
New York, New York, 10016
About this study
The purpose of this study is to test the effect of virtual reality (VR) food marketing exposure (versus VR non-food control) on snack consumption, purchase intention, hunger, and arousal in black and white young adults. Participants will be randomized to either the VR food marketing condition or VR non-food control. Study participation duration will be 2 hours during a one-time, single visit.
Read the detailed description
Food marketing has been unequivocally linked to poor diet and risk of excessive weight gain in young people. Food companies disproportionately target Black consumers with more advertisements ("ads") and the least healthy ads, contributing to nutritional disparities and nutrition-related diseases. To expand their reach, food companies have developed virtual reality (VR) marketing experiences that are engaging, highly sophisticated, and may more powerfully elicit biological signals precipitating a motivation to consume foods. Yet, little is known about how exposure to VR food marketing influences biological and behavioral outcomes among Black young adults. The interactional role of food/nutrition insecurity and exposure to VR food marketing among Black young adults is also unknown. There is a critical need to understand the biological and behavioral effects of VR food marketing among Black communities while the technology is in its infancy.
- Conditions
- Population Health
- Being tested
- Wendyverse VR food marketing experience, Nikeland VR non-food marketing experience
What participants receive
What participants receive. In a randomised study each person is assigned to one group by chance.
Wendyverse VR food marketing experienceBehavioural
In the Wendyverse VR application ("app") participants can order from a Wendy's restaurant, play games, meet with others who may be visiting the Wendyverse, and access codes that can be used to obtain free food at physical restaurants.
Nikeland VR non-food marketing experienceBehavioural
In Nikeland VR app, participants can play sports, try on apparel, and engage with celebrity athletes.
| Study group | Role | What they receive |
|---|---|---|
| Virtual Reality (VR) food marketing exposure | Experimental | Participants will be given 15 minutes to explore the VR experience and provide feedback on whether they believe their peers would engage with the experience (concealment/deception). Receives: Behavioral: Wendyverse VR food marketing experience |
| VR non-food control | Active comparator | Participants will be given 15 minutes to explore the VR experience and provide feedback on whether they believe their peers would engage with the experience (concealment/deception). Receives: Behavioral: Nikeland VR non-food marketing experience |
What is being measured
The primary outcome is the main question the study is designed to answer.
Snack consumption
Following the VR exposure, snacks (health and unhealthy snacks) will be offered to participants with the instruction to eat ad libitum for 20 minutes. Snack consumption will be measured using a Cardinal Detecto stainless steel scale which transmits weight information wirelessly.
Measured: Post-VR exposure (up to 20 minutes)
Purchase intention via self-report questionnaire
Purchase intention will be assessed using a self-report questionnaire. Questions include: How likely are you to buy food from any fast-food restaurant in the next 2 weeks? Scores will range from 0 ("Not at all") to 5 ("Highly likely"). Higher scores indicate a higher likelihood to purchase food from the restaurant.
Measured: Post-VR exposure (~5-10 minutes)
Change in salivary flow
A dental roll will be placed horizontally under participants' tongues for 30 seconds pre- and post-VR exposure. Salivation will not be collected during the exposure so as not to disrupt the immersion. An increase in salivary flow indicates hunger.
Measured: Baseline, post-VR exposure (~5-10 minutes)
Change in electrodermal activity
Electrodermal activity refers to the changes in the electrical properties of the skin due to sweat secretion. Electrodermal activity is measured through skin conductance, two Ag-AgCl electrodes will be taped to the distal phalanx of the index and ring fingers on the participants' non-dominant hand. Electrodermal activity will be measured. A stronger electrodermal response indicates arousal.
Measured: From baseline to post-VR exposure, up to 15 minutes
Timeline
From the start of the study to its completion; the mark is today. Estimated dates are the sponsor’s plan.
- First posted8 Apr 2025
- Study start17 Nov 2025
- Primary completion31 Mar 2028 (estimated)
- Study completion31 Mar 2028 (estimated)
Resources
- Official record on ClinicalTrials.govThe registry entry this page is built from, with its full change history.
- Publications (1)Papers the sponsor has linked to this study.
- Other trials for Population HealthStudies of the same condition, open and under way.
- More trials run by NYU Langone HealthThe sponsor's other registered studies.
- What the trial phases meanHow a treatment moves from first tests in people to approval.
More details
For doctors and researchers: how the study is designed, who runs it, and its registry IDs.
Study design
- Study type
- Interventional
- Phase
- Phase N/A
- Primary purpose
- Prevention
- Allocation
- Randomised
- Intervention model
- Factorial
- Masking
- Single blind
- Who is masked
- Participant
- Enrolment
- 200 participants (estimated)
Sponsor and investigators
- Lead sponsor
- NYU Langone Health
- Sponsor type
- University, hospital or other
- Collaborators
- National Institute on Minority Health and Health Disparities (NIMHD)
- Responsible party
- Sponsor
- Investigators
- Omni Cassidy, Ph.D., Principal investigator, NYU Langone Health
IDs, dates and publications
- ClinicalTrials.gov ID
- NCT06917391
- Sponsor's protocol ID
- 24-00910
- Other IDs
- 1K01MD019320-01A1
- Status last verified
- Jan 2026
- First submitted
- 25 Mar 2025
- Last updated
- 28 Oct 2026
- Results posted
- No
- Data monitoring committee
- No
- FDA-regulated drug
- No
- FDA-regulated device
- No
- Individual data sharing
- Yes: Individual participant data that underlie the results reported in this article, after deidentification (text, tables, figures, and appendices) will be made available as soon as possible or at the time of associated publication. All data will be shared by the close of the award. Data will be made available, at minimum, for seven years. Upon reasonable request The investigator who proposed to use the data. Data are available for 5 years at a third party website (Open Science Framework: https://osf.io/).
Publications
Cassidy O, Boyland E, Persky S, Troxel AB, Elbel B. Examining the Effect of Virtual Reality-Based Fast-Food Marketing on Eating-Related Outcomes in Young Adults: Protocol for a Randomized Controlled Trial. JMIR Res Protoc. 2025 Sep 22;14:e69096. doi: 10.2196/69096.
PubMed 40982800
Study at a glance
From the registry record, last updated by the sponsor on 28 Oct 2026. Recruitment status is as the sponsor reported it: confirm with the study team.
- Official title
- The Young Adults' Experiences With Virtual Reality (YAES VR) Study
- ClinicalTrials.gov ID
- NCT06917391
- Acronym / sponsor ID
- 24-00910
- Conditions
- Population Health
- Study type
- Interventional
- Recruitment status
- Recruiting
- Enrolment
- 200 participants (estimated)
- Lead sponsor
- NYU Langone HealthUniversity, hospital or other
- Collaborators
- National Institute on Minority Health and Health Disparities (NIMHD)
- Study start
- 17 Nov 2025 (actual)
- Primary completion
- 31 Mar 2028 (estimated)
- Study completion
- 31 Mar 2028 (estimated)
- First posted
- 8 Apr 2025 (actual)
- Results
- Not posted in the source record
Clinical summary
The research question as the sponsor registered it. This describes what the study plans to test, not what it found.
The purpose of this study is to test the effect of virtual reality (VR) food marketing exposure (versus VR non-food control) on snack consumption, purchase intention, hunger, and arousal in black and white young adults. Participants will be randomized to either the VR food marketing condition or VR non-food control. Study participation duration will be 2 hours during a one-time, single visit.
Detailed description
Food marketing has been unequivocally linked to poor diet and risk of excessive weight gain in young people. Food companies disproportionately target Black consumers with more advertisements ("ads") and the least healthy ads, contributing to nutritional disparities and nutrition-related diseases. To expand their reach, food companies have developed virtual reality (VR) marketing experiences that are engaging, highly sophisticated, and may more powerfully elicit biological signals precipitating a motivation to consume foods. Yet, little is known about how exposure to VR food marketing influences biological and behavioral outcomes among Black young adults. The interactional role of food/nutrition insecurity and exposure to VR food marketing among Black young adults is also unknown. There is a critical need to understand the biological and behavioral effects of VR food marketing among Black communities while the technology is in its infancy.
Study design
- Primary purpose
- Prevention
- Allocation
- Randomised
- Intervention model
- Factorial
- Masking
- Single blind (participant)
- Number of arms
- 2
| Arm | Type | Receives |
|---|---|---|
| Virtual Reality (VR) food marketing exposure | Experimental | Behavioral: Wendyverse VR food marketing experienceParticipants will be given 15 minutes to explore the VR experience and provide feedback on whether they believe their peers would engage with the experience (concealment/deception). |
| VR non-food control | Active comparator | Behavioral: Nikeland VR non-food marketing experienceParticipants will be given 15 minutes to explore the VR experience and provide feedback on whether they believe their peers would engage with the experience (concealment/deception). |
Who may qualify
- Ages
- 18 to 24 years
- Sex
- All
- Healthy volunteers
- Accepted
- Age groups
- Adult
Key inclusion criteria (7 listed)
- 18-24 years old;
- self-identify as Black or white in order to determine racial/ethnic differences in responses to unhealthy VR-based food and beverage marketing;
- self-report normal or corrected-to-normal vision from glasses or contacts;
- self-report comfort and ability to walk around within a VR paradigm;
- able to read, write, understand, and respond to all study materials (including the VR paradigm) in English
Key exclusion criteria (6 listed)
- report a history of disorders causing motion sickness or have a history of significant motion sickness, which could be triggered within the VR paradigm
- self-report dietary restriction, such as food allergies or veganism, which may lead to different effects when exposed to food marketing;
- Self-report disliking 50% or more of the snacks that will be offered during the laboratory test snack as determined by a score of 5 or less on the food preferences questionnaire, which may have a confounding effect on consumption;
- report being pregnant or breastfeeding, which may affect hunger;
- smoke or consume tobacco, which decreases salivary flow; or
Eligibility is decided by the study team after screening; this overview does not establish that a patient qualifies. Full inclusion and exclusion criteria.
Interventions
| Intervention | Type | Arms |
|---|---|---|
| Wendyverse VR food marketing experienceIn the Wendyverse VR application ("app") participants can order from a Wendy's restaurant, play games, meet with others who may be visiting the Wendyverse, and access codes that can be used to obtain free food at physical restaurants. | Behavioural | Virtual Reality (VR) food marketing exposure |
| Nikeland VR non-food marketing experienceIn Nikeland VR app, participants can play sports, try on apparel, and engage with celebrity athletes. | Behavioural | VR non-food control |
Primary outcome
Snack consumption
Time frame: Post-VR exposure (up to 20 minutes)
Following the VR exposure, snacks (health and unhealthy snacks) will be offered to participants with the instruction to eat ad libitum for 20 minutes. Snack consumption will be measured using a Cardinal Detecto stainless steel scale which transmits weight information wirelessly.
Purchase intention via self-report questionnaire
Time frame: Post-VR exposure (~5-10 minutes)
Purchase intention will be assessed using a self-report questionnaire. Questions include: How likely are you to buy food from any fast-food restaurant in the next 2 weeks? Scores will range from 0 ("Not at all") to 5 ("Highly likely"). Higher scores indicate a higher likelihood to purchase food from the restaurant.
Change in salivary flow
Time frame: Baseline, post-VR exposure (~5-10 minutes)
A dental roll will be placed horizontally under participants' tongues for 30 seconds pre- and post-VR exposure. Salivation will not be collected during the exposure so as not to disrupt the immersion. An increase in salivary flow indicates hunger.
Change in electrodermal activity
Time frame: From baseline to post-VR exposure, up to 15 minutes
Electrodermal activity refers to the changes in the electrical properties of the skin due to sweat secretion. Electrodermal activity is measured through skin conductance, two Ag-AgCl electrodes will be taped to the distal phalanx of the index and ring fingers on the participants' non-dominant hand. Electrodermal activity will be measured. A stronger electrodermal response indicates arousal.
Results and safety
This study is still under way. Results are not available in the source record yet.
Research links
- Official record on ClinicalTrials.govLast updated by the sponsor 28 Oct 2026.
- Derived from this study: PubMed 40982800Cassidy O, Boyland E, Persky S, Troxel AB, Elbel B. Examining the Effect of Virtual Reality-Based Fast-Food Marketing on Eating-Related Outcomes in Young Adults: Protocol for a Randomized Controlled Trial. JMIR Res Protoc. 2025 Sep 22;14:e69096. doi: 10.2196/69096.
- Individual participant dataSharing planned: Yes. Individual participant data that underlie the results reported in this article, after deidentification (text, tables, figures, and appendices) will be made available as soon as possible or at the time of associated publication. All data will be shared by the close of the award. Data will be made available, at minimum, for seven years. Upon reasonable request The investigator who proposed to use the data. Data are available for 5 years at a third party website (Open Science Framework: https://osf.io/).
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Referral and contact
AzTrials does not enrol participants or take referrals. Contact the study team or a site listed below; they decide who can take part.
Omni Cassidy, Ph.D. principal investigator
NYU Langone Health
1 site in 1 country: see every site and its status.
Questions about this trial
What is this clinical trial studying?
A study testing Wendyverse VR food marketing experience and Nikeland VR non-food marketing experience in people with Population Health, run by NYU Langone Health at 1 site in United States.
The full registered description is in the About this study section and the official record.
Who may be eligible to take part?
The sponsor lists 7 inclusion and 6 exclusion criteria. Eligibility is decided by the study team after screening, so read the full criteria and contact a listed site.
Is this clinical trial currently recruiting?
The record says: looking for participants now, as of the sponsor's last update on 28 Oct 2026. Status can change between updates, so confirm with the study contact before making plans.
Where is the study taking place?
The record lists 1 site in United States. Whether a site is taking part right now should be confirmed with that site. See every site.
What are the possible benefits and risks?
They depend on the study and the treatment, and no study can promise a benefit. The study team explains the known risks during informed consent, before anyone joins; the record itself does not list them.
Are results available for this study?
This study is still under way. Results are not available in the source record yet.
How can a doctor refer a patient or contact the research team?
Contact Omni Cassidy, Ph.D. (646-501-3546, Omni.cassidy@nyulangone.org), or a site near the patient. AzTrials does not enrol participants or take referrals.
What does the primary outcome measure?
Snack consumption (time frame: Post-VR exposure (up to 20 minutes)). The study lists 4 primary outcomes in all. It is what the study was designed to measure, not a finding.
Where can I read the original study information?
On the ClinicalTrials.gov record for NCT06917391, which also lists 1 linked publication.
Does a listing mean the treatment is approved or proven to work?
No. A listing means the study is registered. It does not show that the treatment is safe, works, or is approved by a regulator.
How often is this information updated?
AzTrials copies changed records from ClinicalTrials.gov every night and reloads the whole registry every week. The sponsor last updated this record on 28 Oct 2026.