Food and Experiential Marketing
Pleasure, Wellbeing and Consumption
Routledge Interpretive Marketing Research Series

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.

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?. 2. From food services to food experiences:Eating, well-being, and marketing. 3. Food consumer trends: Food experience, pleasure, and policy in the US. 4. TV cuisine therapy through narrative cooking programs: How does culinary journalism contribute to food pleasure and well-being?. 5. Cultural pleasures of eating and healing: Contributions to food well-being. 6. The coffee drinking experience: Contributions to pleasure, well-being, and consumer engagement. 7. The method of creative ethnography: Exploring food consumption and pleasurable experiences. 8. Cooking, food experiential learning, and connectedness: Food well-being construction from Lebanese villages. 9. Exploring bicultural (Japanese and American) food experiences: Food aesthetic, pleasure, and well-being. 10. Food storytelling, pleasure, and well-being: Narratives from food cultural experiences. 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. 13. Food shopping experience on the periphery of the supermarket: A social-media afforded quest for Whole30-compliant foods and well-being. 14. Hungry Eyes: How food porn affects well-being. INDEX.

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, wellbeing, youth cultures, generation Z&Y, Millenials and post-Millennials, and tourism.