Food and Experiential Marketing: Pleasure, Wellbeing and Consumption, 1st Edition (Hardback) book cover

Food and Experiential Marketing

Pleasure, Wellbeing and Consumption, 1st Edition

Edited by Wided Batat

Routledge

288 pages | 48 B/W Illus.

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Hardback: 9780815396352
pub: 2019-05-31
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Description

Pleasure plays a significant but often neglected role in the creation of consumer well-being 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 well-being.

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 well-being?

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 health eating behaviors.

Reviews

"This wide-ranging book, with contributions from well-known scholars, provides a timely reminder that food marketing, by focusing on pleasure (not health!) can, in fact, be the ally of healthier eating.", Pierre Chandon, The L’Oréal Chaired Professor of Marketing—Innovation and Creativity at INSEAD. Director of the INSEAD-Sorbonne Université Behavioural Lab

"This book brings together an impressive range of international experts in consumer research to explore the connection between food and well-being. We know that the over-consumption and under-consumption of food impacts on consumers’ well-being. But in this collection of essays, researchers focus on the pleasure of food to highlight the central role that consumers’ experiences play in promoting health and well-being.", Julie L. Ozanne, Professor of Marketing, University of Melbourne

"Professor Batat with her book Food and Experiential Marketing offers an incredible collection of insights related to food, pleasure, and marketing in promoting healthy eating behaviors. With 14 chapters this book reveals the importance of different theoretical and methodological perspectives if the goal is to help consumers achieve personal and social well-being. This book is a must-read for anyone interested in food marketing, the role of pleasure in eating, and consumers’ well-being.", Paula C. Peter, Professor of Marketing, San Diego State University

"Food & Experiential Marketing addresses an important and timely issue for societies worldwide: How can we integrate experiences of food pleasure with the need to adopt healthy eating habits? This book provides important research to help move societies towards enhanced individual and societal food well-being.", Sonya A. Grier, Professor of Marketing, American University

Table of Contents

FOREWORDS

LIST OF FIGURES

LIST OF TABLES

LIST OF PHOTOGRAPHS

LIST OF CONTRIBUTORS

PREFACE

1 Introduction to the experiential pleasure of food: How does pleasure advance consumer well-being and promote healthy eating behaviors?

Wided Batat

2 From food services to food experiences: Eating, well-being, and marketing

Michela Addis and Morris B. Holbrook

3 Food consumer trends: Food experience, pleasure, and policy in the US

Anne T. Byrne and David R. Just

4 TV cuisine therapy through narrative cooking programs: How does culinary journalism contribute to food pleasure and well-being?

Julie Andrieu and Wided Batat

5 Cultural pleasures of eating and healing: Contributions to food well-being

Nancy N. Chen

6 The coffee drinking experience: Contributions to pleasure, well-being, and consumer engagement

Danielle L. Eiseman

7 The method of creative ethnography: Exploring food consumption and pleasurable experiences

Zafeirenia Brokalaki and Jeff B. Murray

8 Cooking, food experiential learning, and connectedness: Food well-being construction from Lebanese villages

Ghina Chammas and Nadine A. Yehya

9 Exploring bicultural (Japanese and American) food experiences: Food aesthetic, pleasure, and well-being

Emily M. Moscato

10 Food storytelling, pleasure, and well-being: Narratives from food cultural experiences

Adrienne F. Muldrow and Jamie L. Grigsby

11 Fusing East with West: How Asian epicurean experience evolves and embraces well-being

Steven Chan

12 The Food gastronomy experience: A French perspective on food well-being

Gwarlann De Kerviler

13 Food shopping experience on the periphery of the supermarket: A social-media afforded quest for Whole30-compliant foods and well-being

Ana Babić Rosario

14 Hungry Eyes: How food porn affects well-being

Anthony Patterson, Robert Kozinets, and Rachel Ashman

INDEX

About the Editor

Wided Batat is Professor of Marketing and Founder of B&C Consulting Group. She is also an internationally renowned expert and speaker on experiential and digital marketing, specializing in the fields of retail, luxury, food, well-being, youth cultures, generation Z&Y, Millenials and post-Millennials, and tourism.

About the Series

Routledge Interpretive Marketing Research

Recent years have witnessed an ‘interpretive turn’ in marketing and consumer research. Methodologies from the humanities are taking their place alongside those drawn from the traditional social sciences. Qualitative and literary modes of marketing discourse are growing in popularity. Art and aesthetics are increasingly firing the marketing imagination. This series brings together the most innovative work in the burgeoning interpretive marketing research tradition. It ranges across the methodological spectrum from grounded theory to personal introspection, covering all aspects of the postmodern marketing ‘mix’, from advertising to product development, and embracing marketing’s principal sub-disciplines.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS016000
BUSINESS & ECONOMICS / Consumer Behavior
BUS043060
BUSINESS & ECONOMICS / Marketing / Research
HEA048000
HEALTH & FITNESS / Diet & Nutrition / General
TEC012000
TECHNOLOGY & ENGINEERING / Food Science