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.
(private-note)found via https://twitter.com/chrisrodley/status/986907648837664768
"I found a peer-reviewed paper on cookies and it claims they transport us to an imagined "humanic" lifeworld of sensual pleasure where we experience a nirvana-like Moment of Perfection (MOP)"
%0 Journal Article
%1 McIntyre2010Biscuit
%A McIntyre, Charles
%A Schwanke, Benita
%D 2010
%I Emerald Group Publishing Limited
%J British Food Journal
%K social food psychology
%N 8
%P 853--870
%R 10.1108/00070701011067460
%T Biscuit (cookie) consumption: Cognitive suspension to experience moments of perfection in another world than this!
%U http://dx.doi.org/10.1108/00070701011067460
%V 112
%X 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.
@article{McIntyre2010Biscuit,
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.},
added-at = {2018-06-18T21:23:34.000+0200},
author = {McIntyre, Charles and Schwanke, Benita},
biburl = {https://www.bibsonomy.org/bibtex/207e283de3e6cc74d9f8420a83ec2dd17/pbett},
citeulike-article-id = {7780292},
citeulike-linkout-0 = {http://dx.doi.org/10.1108/00070701011067460},
citeulike-linkout-1 = {http://www.ingentaconnect.com/content/mcb/070/2010/00000112/00000008/art00005},
comment = {(private-note)found via https://twitter.com/chrisrodley/status/986907648837664768
"I found a peer-reviewed paper on cookies and it claims they transport us to an imagined "humanic" lifeworld of sensual pleasure where we experience a nirvana-like Moment of Perfection (MOP)"},
day = 10,
doi = {10.1108/00070701011067460},
interhash = {fb1b30c550df0a58406572f7d80077dd},
intrahash = {07e283de3e6cc74d9f8420a83ec2dd17},
issn = {0007-070X},
journal = {British Food Journal},
keywords = {social food psychology},
month = aug,
number = 8,
pages = {853--870},
posted-at = {2018-04-20 20:29:31},
priority = {2},
publisher = {Emerald Group Publishing Limited},
timestamp = {2018-06-22T18:39:21.000+0200},
title = {Biscuit (cookie) consumption: Cognitive suspension to experience moments of perfection in another world than this!},
url = {http://dx.doi.org/10.1108/00070701011067460},
volume = 112,
year = 2010
}