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Food cravings (FCs) are associated with overeating and obesity and are triggered by environmental cues. The study of FCs is challenged by difficulty replicating the natural environment in a laboratory. Virtual reality (VR) could be used to deliver naturalistic cues in a laboratory. The purpose of this study was to investigate whether food related cues delivered by VR could induce greater FCs than neutral VR cues, photographic food cues, or real food. Sixty normal weight non-dieting women were recruited; and, to prevent a floor effect, half were primed with a monotonous diet (MD). Experimental procedures involved delivering neutral cues via VR and food related cues via VR, photographs, and real food in counterbalanced order while measuring subjective (self-report) and objective (salivation) FCs. FCs produced by VR were marginally greater than a neutral cue, not significantly different from picture cues, and …