Food and Experiential Marketing: Pleasure, Wellbeing and Consumption

1st Edition

Wided Batat

May 31, 2019 Forthcoming
Reference - 288 Pages - 48 B/W Illustrations
ISBN 9780815396352 - CAT# K344299
Series: Routledge Interpretive Marketing Research

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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.

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