RICHFIELDS paper “Measuring Food Choice and Consumption Behaviour with Real, Fake or Virtual Food Realities – a Comparative Approach from the RICHFIELDS Program“, presented at the conference Measuring Behavior 2016, Dublin, Ireland.

The aim of this paper is to give an overview of selected food labs and discuss the options they present for consumer research. The paper presents how real, fake and virtual food realities can be used for food choice and behavioural nutrition experiments.