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International Journal of Food Design - Online First
Online First articles will be assigned issues in due course.
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The role of ritual communication in consumption: A consumer coffee experience
Authors: Eleanor Ratcliffe, Weston Baxter, Marco Aurisicchio, Peter Childs and Nathalie MartinAvailable online: 24 November 2023More LessRituals 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.
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Insect consumption and aesthetic disgust: Using design fiction to imagine novel food experiences
Authors: Bas de Boer and Mailin LemkeAvailable online: 21 July 2023More LessDisgust is a strong emotion influencing human behaviour in many domains, including food choices. For example, many western consumers are hesitant about eating insects. This is understandable as insects have been connected with the emotion of disgust. We conducted two design workshops to gain a better understanding of factors that can give rise to the emotion of disgust in the context of grasshoppers and explore alternative food design solutions. Based on the insights, we created four design fiction examples to illustrate how disgust can be an integral part of grasshopper consumption. We argue that changing the attitude of Europeans towards novel food items like grasshoppers requires exploring design strategies that neither solely focus on the sustainability benefits of insect consumption nor take disgust to be something that must be circumvented.
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