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Food and Experiential Marketing

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Food and Experiential Marketing Synopsis

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.

About This Edition

ISBN: 9780815396352
Publication date:
Author: Wided BC Consulting Group Batat
Publisher: Routledge an imprint of Taylor & Francis Inc
Format: Hardback
Pagination: 268 pages
Series: Routledge Interpretive Marketing Research
Genres: Brands and branding
Dietetics and nutrition
Cultural studies: food and society