Improving simulated consumption context with virtual Reality: A focus on participant experience

•An immersive environment was created using innovative 360° video and object tracking with 3D modelling.•Audio, time and people presence in 360° video increased perceived realism.•Questionnaire responses using a tracked pen and scale on the table is perceived as intuitive.•VR is shown to generate higher participant engagement than Evoked context with pictures and sound.•A training VR session is recommend to remove the novelty effect on product evaluation.