Biscuit (cookie) consumption Cognitive suspension to experience moments of perfection in another world than this!

Biscuit (cookie) consumption Cognitive suspension to experience moments of perfection in another... Purpose – The aim is to investigate the choice and experience attributes of core – sweet (cookie) and savoury (cracker) – biscuits of a high premium, luxury or indulgent nature to investigate the possible opportunity for organic or other more healthily perceived product option developments. Design/methodology/approach – The approach taken is a qualitative focus group study involving a series of core user adult consumer groups, aged between 25 and the late 1960s, in a southern county of the UK. Findings – The adult consumption of biscuits involves a process that aspires towards an overall “better‐life”, sensual experience by momentarily escaping the everyday realm and aiming to emulate either a perceived “real” or a mythical, largely past‐related style of existence. This is often associated with meanings inherent in the terms “natural”, “rural”, “home‐baked” and “traditional” as well as “elegant” associations and production and selling agency values around small or local, pre‐modern source structures. Organic labelling is found to have a negative “horn” effect to buyers by countering other desired associations. Research limitations/implications – The study used a small sample in the county of Dorset in the south of England, but these are implications for new product development and marketing of luxury snacks. Practical implications – Alternative areas of marketing focus to rational appeal are suggested that could help promote healthier biscuit choice options. Originality/value – Irrational ideal and unreal aspects of consumer appeal are found to feature the creation of imagined or re‐created “moments of perfection” in a process of cognitive suspension. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Biscuit (cookie) consumption Cognitive suspension to experience moments of perfection in another world than this!

British Food Journal, Volume 112 (8): 18 – Aug 10, 2010

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Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
0007-070X
DOI
10.1108/00070701011067460
Publisher site
See Article on Publisher Site

Abstract

Purpose – The aim is to investigate the choice and experience attributes of core – sweet (cookie) and savoury (cracker) – biscuits of a high premium, luxury or indulgent nature to investigate the possible opportunity for organic or other more healthily perceived product option developments. Design/methodology/approach – The approach taken is a qualitative focus group study involving a series of core user adult consumer groups, aged between 25 and the late 1960s, in a southern county of the UK. Findings – The adult consumption of biscuits involves a process that aspires towards an overall “better‐life”, sensual experience by momentarily escaping the everyday realm and aiming to emulate either a perceived “real” or a mythical, largely past‐related style of existence. This is often associated with meanings inherent in the terms “natural”, “rural”, “home‐baked” and “traditional” as well as “elegant” associations and production and selling agency values around small or local, pre‐modern source structures. Organic labelling is found to have a negative “horn” effect to buyers by countering other desired associations. Research limitations/implications – The study used a small sample in the county of Dorset in the south of England, but these are implications for new product development and marketing of luxury snacks. Practical implications – Alternative areas of marketing focus to rational appeal are suggested that could help promote healthier biscuit choice options. Originality/value – Irrational ideal and unreal aspects of consumer appeal are found to feature the creation of imagined or re‐created “moments of perfection” in a process of cognitive suspension.

Journal

British Food JournalEmerald Publishing

Published: Aug 10, 2010

Keywords: Organic foods; Consumer behaviour; Processed foods; United Kingdom; Personal health

References

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