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Food and Experiential Marketing

Pleasure, Wellbeing and Consumption

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REVIEWS

“This book brings together an impressive range of international experts in consumer research to explore the connection between food and well-being. We know that the over-consumption and under-consumption of food impacts on consumers’ well-being. But in this collection of essays, researchers focus on the pleasure of food to highlight the central role that consumers’ experiences play in promoting health and well-being.”

Julie L. Ozanne, Professor of Marketing, University of Melbourne

This book results from several years of joint research and practice on experiential marketing, food consumption, and consumer well-being conducted by Dr. Batat, who has gathered eminent scholars and food actors to explore the food experience realm and its relationship to food well-being and healthy eating behaviors.

Pleasure plays a significant but often neglected role in creating 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 healthy eating behaviors.

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