Food and Experiential Marketing: Pleasure, Wellbeing and Consumption (Routledge Interpretive Marketing Research)

Pleasure plays a significant but often neglected role in the creation of consumer wellbeing and the relationship between the food consumption experience and healthy eating. This innovative collection focusses on the experiential and hedonic aspects of food and the sociocultural, economic, ideological, and symbolic factors that influence how pleasure can contribute to consumer health, food education, and individual and societal wellbeing. Food and Experiential Marketing uses a holistic perspective to explore how the experiential side of food pleasure may drive healthy eating behaviors in varied food cultures. It questions: Is food pleasure an ally or an enemy of developing and adopting healthy eating habits? Can we design healthy offline and online food experiences that are pleasurable? What are the features of food consumption experiences, and how do they contribute to consumer wellbeing? Providing an overview of experiential and cultural issues in food marketing, this book will be invaluable for consumer behavior and food marketing scholars, public policy professionals, and the food industry in understanding the importance of pleasure in promoting healthy eating behaviors. Cover Half Title Series Page Title Page Copyright Page Table of Contents List of illustrations Preface List of contributors 1. Introduction to the experiential pleasure of food: How does pleasure advance consumer wellbeing and promote healthy eating behaviors? Food pleasure in consumer research An experiential perspective on food pleasure Key determinants of the experiential pleasure of food Conclusions References 2. From food services to food experiences: Eating, wellbeing, and marketing The development of consumption experiences Old and new challenges for food experiences Food experience and its contribution to wellbeing and food marketing Conclusions Appendix: examples of experience-related promotional communications for food, drink, and restaurants References 3. Food consumer trends: food experience, pleasure, and policy in the United States: Emerging trends to watch for in American food consumption for researchers, policymakers, and consumers An overview of food consumption in the United States Approaches and assumptions in understanding food pleasure and wellbeing Trends in American food pleasure and wellbeing Conclusions References 4. TV cuisine therapy through narrative cooking programs: How does culinary journalism contribute to food pleasure and wellbeing? The manifold facets of culinary TV programs Julie Andrieu’s approach: Introspection into a culinary journalist’s journey Conclusions References 5. Cultural pleasures of eating and healing: Contributions to food wellbeing The pleasures of eating: big tables and little eats The pleasures of wellbeing: from longevity to living Conclusion References 6.The coffee-drinking experience: Contributions to pleasure, wellbeing, and consumer engagement The rise of the coffee-drinking experience From coffee bean to third place The symbolic consumption of coffee and pleasure Fantasies, feelings, fun, and coffee Digital transformations of pleasurable food experiences American perceptions of wellbeing Experiential and social marketing in the food sector Contribution to consumer wellbeing and food literature Conclusions References 7. The method of creative ethnography: Exploring food consumption and pleasurable experiences Act 1: the rise of ethnography Act 2: ethnography enters corporate food culture Act 3: igniting the creative imagination for food research Discussion and conclusions References 8. Cooking, food experiential learning, and connectedness: Food wellbeing construction from Lebanese villages A transformative consumer approach of food experiences Food literacy and cooking skills Food experiential learning Exploring food experiential learning within the Lebanese food culture Food wellbeing through experiential learning within the Lebanese food culture Food socialization influencing cooking experiences and ordering behaviors Food socialization: the good old days Feeding a fast-paced lifestyle Food is a love letter Food cooking experience and its contribution to wellbeing and food marketing Conclusions Acknowledgments Note References 9. Exploring bicultural (Japanese and American) food experiences: Food aesthetic, pleasure, and wellbeing Food practices, taste regimes, and aesthetics Investigation approach: the food experiences of a bicultural family The art of doing food with pleasure Aesthetics Appreciation Engagement The bicultural food experience and its contributions Finding pleasure with food: promoting wellbeing in the marketplace Conclusions References 10. Food storytelling, pleasure, and wellbeing: Narratives from food cultural experiences Introduction What is storytelling, and why is it important to tell stories? The art of telling food stories and consumer wellbeing Food storytelling and its contribution to food wellbeing and food marketing Conclusion Note Appendix: Methodological additions to food storytelling within the marketing literature References 11. Fusing East with West: How Asian epicurean experience evolves and embraces wellbeing Cultural psychology as a foundation to interpret food culture Contrasting Chinese and American food cultures Balancing epicurean aesthetics from West to East Complexity in comparing cultural cuisines The role of memory and nostalgia for epicurean experiences How food categorization affects epicurean experiences across cultures On the wellbeing of epicurean experiences Exploring cultural comparisons and their contribution to food marketing and wellbeing References 12. The food gastronomy experience: A French perspective on food wellbeing Food gastronomy: development of French culinary art Culinary discourse in France Institutionalization of a gastronomic field Food and wellbeing in France – a unique perspective The social dimension of eating in France The cultural dimension of eating in France How food gastronomy contributes to food marketing and consumer wellbeing Conclusions References 13. Food shopping experience on the periphery of the supermarket: A social media-afforded quest for Whole30-compliant foods and wellbeing Background Research context Method and data collection Findings Conclusions and the future References 14. Hungry eyes: How food porn affects wellbeing Say cheese, cheese! Eat, drink, and be wary Mirror theory The iMirror phenomenon Food for thought Haven’t you had enough yet? References Index