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May 9, 2026Applied ErgonomicsOpen Access

Shopping in immersive virtual reality: Effects of visual, auditory, and cognitive demands on mental workload

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Authors

SCSalvatore Luca CucinellaJWJoost de WinterABAlex van den Berg

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Overview

Randomized trial explores how visual, auditory, and cognitive demands affect mental workload in immersive VR shopping, suggesting significant implications for user experience.

Key Points

  • This study aims to understand how different types of demands in immersive virtual reality affect users' mental workload during a shopping task.
  • 24 participants completed a virtual shopping task using a head-mounted display.
  • Participants experienced varying conditions: visual (moving characters), auditory (background noise), cognitive (arithmetic task), and combined demands.
  • Mental workload was measured through self-reported demand, heart rate, and pupil diameter.
  • Cognitive demands significantly increased self-reported workload (6.67) compared to auditory (5.00) and visual demands (4.40).
  • The combined condition had the highest self-reported demand (7.17).
  • Auditory demands led to longer task completion times than visual demands.

Cite This Study

Cucinella et al. (2026) studied this question.

synapsesocial.com/papers/69fed19ab9154b0b82878f87https://doi.org/10.1016/j.apergo.2026.104781
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