The role of ritual communication in consumption: A consumer coffee experience
Rituals are part of the consumer experience of goods, especially food and drink, and can contribute to consumer enjoyment of and fidelity to a specific product. However, we lack detailed description of food/beverage-related rituals and their potential impact on consumer perceptions, in particular wh...
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| Format: | Article |
| Language: | English |
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Intellect
2023-11-01
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| Series: | International Journal of Food Design |
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| Online Access: | https://intellectdiscover.com/content/journals/10.1386/ijfd_00067_1 |
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| _version_ | 1850096118002614272 |
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| author | Nathalie Martin |
| author_facet | Nathalie Martin |
| author_sort | Nathalie Martin |
| collection | DOAJ |
| description | Rituals are part of the consumer experience of goods, especially food and drink, and can contribute to consumer enjoyment of and fidelity to a specific product. However, we lack detailed description of food/beverage-related rituals and their potential impact on consumer perceptions, in particular whether and how communicating those rituals to consumers influences their attitudes. Here we use coffee as an example of a ritualized product within the UK market to explore this potential relationship and identify opportunities for design. In Study 1, we identified rituals associated with coffee preparation and consumption. In Study 2, we found that several procedural aspects of the rituals identified in Study 1 were not consistently conveyed in coffee advertising, indicating a potential gap in communication with consumers. In Study 3, we showed that communicating such rituals to consumers resulted in significantly greater willingness to pay for coffee, mediated by perceptions of social attention. This work connects growing interest in the psychological mechanisms of ritual with work on consumer perceptions and behaviour and carries significant implications for the design of messaging around food experience. |
| format | Article |
| id | doaj-art-e0de0026d945446a97feb87a070fbbf6 |
| institution | DOAJ |
| issn | 2056-6522 2056-6530 |
| language | English |
| publishDate | 2023-11-01 |
| publisher | Intellect |
| record_format | Article |
| series | International Journal of Food Design |
| spelling | doaj-art-e0de0026d945446a97feb87a070fbbf62025-08-20T02:41:18ZengIntellectInternational Journal of Food Design2056-65222056-65302023-11-019221924310.1386/ijfd_00067_1http://instance.metastore.ingenta.com/content/journals/ijfd/9/2The role of ritual communication in consumption: A consumer coffee experienceNathalie Martin0https://orcid.org/0000-0002-2086-3773ISNI: 0000000110930349 Nestlé ResearchRituals are part of the consumer experience of goods, especially food and drink, and can contribute to consumer enjoyment of and fidelity to a specific product. However, we lack detailed description of food/beverage-related rituals and their potential impact on consumer perceptions, in particular whether and how communicating those rituals to consumers influences their attitudes. Here we use coffee as an example of a ritualized product within the UK market to explore this potential relationship and identify opportunities for design. In Study 1, we identified rituals associated with coffee preparation and consumption. In Study 2, we found that several procedural aspects of the rituals identified in Study 1 were not consistently conveyed in coffee advertising, indicating a potential gap in communication with consumers. In Study 3, we showed that communicating such rituals to consumers resulted in significantly greater willingness to pay for coffee, mediated by perceptions of social attention. This work connects growing interest in the psychological mechanisms of ritual with work on consumer perceptions and behaviour and carries significant implications for the design of messaging around food experience.https://intellectdiscover.com/content/journals/10.1386/ijfd_00067_1experience designconsumer psychologycommunication designritual designadvertisingperception |
| spellingShingle | Nathalie Martin The role of ritual communication in consumption: A consumer coffee experience International Journal of Food Design experience design consumer psychology communication design ritual design advertising perception |
| title | The role of ritual communication in consumption: A consumer coffee experience |
| title_full | The role of ritual communication in consumption: A consumer coffee experience |
| title_fullStr | The role of ritual communication in consumption: A consumer coffee experience |
| title_full_unstemmed | The role of ritual communication in consumption: A consumer coffee experience |
| title_short | The role of ritual communication in consumption: A consumer coffee experience |
| title_sort | role of ritual communication in consumption a consumer coffee experience |
| topic | experience design consumer psychology communication design ritual design advertising perception |
| url | https://intellectdiscover.com/content/journals/10.1386/ijfd_00067_1 |
| work_keys_str_mv | AT nathaliemartin theroleofritualcommunicationinconsumptionaconsumercoffeeexperience AT nathaliemartin roleofritualcommunicationinconsumptionaconsumercoffeeexperience |