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Mendini, Monica; Pizzetti, Marta; Peter, Paula C.
doi: 10.1108/QMR-06-2018-0067pmid: N/A
PurposeThe purpose of this paper is to introduce and define social food pleasure as a new conceptual framework that can promote pleasurable and healthy food experiences.Design/methodology/approachBy reviewing the literature related to food well-being and pleasure primarily from marketing and management fields and by looking at current trends appealing to food consumers and food enjoyers, the authors propose a new conceptual framework of social food pleasure.FindingsThe authors conceptualize social food pleasure as “the enjoyment derived from the acts of sharing food experiences offline, online, and for society at large, that positively contributes to consumers’ overall pleasure and satisfaction with consumer’s food consumption”. Moreover, the authors identify three key contexts of applications of social food pleasure. Sharing offline relates to the social activities that can help achieve pleasure with food. Sharing online concerns new media tools which allow for the connection between consumers and food to enhance food pleasure. Sharing for society considers the current pleasure of consumers derived from having a positive social experience based on food consumption.Originality/valueBy defining social food pleasure and proposing a conceptual framework of the three contexts of application, the authors advance the understanding of what constitutes pleasurable food experiences, connecting it to healthy food choices and well-being.
Bradford, Tonya Williams; Grier, Sonya
doi: 10.1108/QMR-11-2018-0131pmid: N/A
PurposeThe purpose of this paper is to explore the relationship of dietary restriction and food well-being (FWB) in an under-researched population using a novel but growing approach to transition to healthier eating patterns.Design/methodology/approachThis study uses individual interviews of African-American participants in a food detoxification program, a specific form of food restriction used to transition to healthier eating.FindingsResults identify how food socialization and food literacy enable individuals to transform their relationship with food and enhance their FWB. Unlike prior research that focuses on food as the source of pleasure, this study finds that food is deployed as fuel, and this transition results in pleasure.Originality/valueThis research explains how a voluntary transition to healthier eating enables people to pursue FWB and extends the understanding of FWB (Block et al., 2011). In addition, this research contributes novel insights related to transformative consumer research efforts to motivate change. Findings have implications for marketing theory and practice, including the development of social marketing campaigns to support healthy eating patterns, especially for at-risk populations.
Eiseman, Danielle; Jonsson, Martin
doi: 10.1108/QMR-07-2018-0084pmid: N/A
PurposeThis study aims to investigate the potential of the coffee drinking experience as an engagement tool for climate change. Review the current state of the coffee drinking experience, define it and examine links to climate change communication practices. The argument for the coffee drinking experience as a method for engaging the public on climate change is presented.Design/methodologyThe case study method was used to analyze a small number of existing research on the coffee drinking experience. This method is used to define the coffee drinking experience and identify examples in which it could be leveraged for engaging consumers in climate change.FindingsThe emotive and multi-sensory aspects of the coffee drinking experience, combined with the informal atmosphere of the coffee houses provide a non-threatening environment for discussing complex ideas. This study finds there is scope for further exploration and research on the coffee drinking experience as a tool for public engagement with climate change.Research limitations/implicationsThis paper is limited in that it is only an initial exploratory study and has not reached the empirical stage yet. It is further limited to the analysis of secondary data.OriginalitySocial science in general and experiential marketing specifically has yet to examine the ability of food or drinking experiences as an engagement tool for climate change.
Moscato, Emily M.; Ozanne, Julie L.
doi: 10.1108/QMR-07-2018-0082pmid: N/A
PurposeFood rituals are an ever present part of consumers’ lives that have practical implications for well-being. This paper aims to explore how food and its relationship to pleasure evolve, as women navigate social norms around gender and aging.Design/methodology/approachEthnographic data were collected using in-depth interviews and participant observations of members of the Red Hat Society (RHS) across 27 months. This approach provided a more nuanced perspective on how food experiences shape consumption rituals and communal ties over time.FindingsOlder women in the RHS eat rebelliously when they break social norms of gender and aging by indulging together in food and drink. Their rituals of rebellious eating have implications on well-being, heightening their experiential pleasure of food and conviviality and forging social support and a sense of community. The dark side of personal indulgence is explored within a larger framework of food well-being.Originality/valueThis study shows how older women challenge social expectations around age and gender through food pleasure rituals. The concept of rebellious eating is introduced to conceptualize how these older women rethink aging and indulgence within a supportive community of consumption and integrate the concepts into their personal narratives.
Bodunrin, Temitope Sarah; Stone, Tim
doi: 10.1108/QMR-06-2018-0061pmid: N/A
PurposeThis paper aims to investigate the idea of eating for pleasure and its effect on consumer well-being. It begins by introducing the concept of food well-being (FWB) under the transformative consumer research (TCR) agenda. Subsequently, it provides detailed discussions on the concept of pleasure, under which food practices involving epicurean pleasure and hedonic and eudaimonic consumption will be discussed.Design/methodology/approachThis paper takes a different approach to the usual qualitative methodologies by using the introspective analysis of the film Eat, Pray, Love where the consumption of food for pleasure was heavily practiced.FindingsThis paper presents the introspective voice of the lead author’s food consumption. It reveals a food consumption practice which followed an initial loss of taste, to alternative food consumption (AFC) and finally slow food ingestion. The journey of her epicurean ingestion revealed pleasurable experiences that reflected a positive subjective well-being (SWB). This attitude of ingesting food and living for the moment propelled the idea that food well-being is more about consumer happiness.Originality/valueThis paper is novel in its approach to use film introspection to probe the concept of FWB within TCR. Additionally, it reveals the transitioning moment of AFC that leads to pleasurable experience. It also reveals that a personal investment in cooking for self restores taste and improves SWB. Overall, it showcases how the appreciation of the sensations of food from its taste, as it was ingested gradually, leads to the total experiential feeling embedded in food consumption.
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