248 pages | 48 B/W Illus.
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.
"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
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LIST OF CONTRIBUTORS
1 Introduction to the experiential pleasure of food: How does pleasure advance consumer well-being and promote healthy eating behaviors?
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
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
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.