Food and Experiential Marketing: Pleasure, Wellbeing and Consumption (Routledge Interpretive Marketing Research) (Paperback)

Food and Experiential Marketing: Pleasure, Wellbeing and Consumption (Routledge Interpretive Marketing Research) Cover Image
By Wided Batat (Editor)
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Description


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 the Author


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.


Product Details
ISBN: 9780367727178
ISBN-10: 036772717X
Publisher: Routledge
Publication Date: March 31st, 2021
Pages: 248
Language: English
Series: Routledge Interpretive Marketing Research