The role of ritual communication in consumption: A consumer coffee experience

Q1 Arts and Humanities
Eleanor Ratcliffe, Weston L. Baxter, M. Aurisicchio, Peter Childs, Nathalie Martin
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引用次数: 0

Abstract

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.
仪式传播在消费中的作用:消费者的咖啡体验
仪式是消费者对商品(尤其是食品和饮料)体验的一部分,可以促进消费者对特定产品的喜爱和忠诚度。然而,我们缺乏对食品/饮料相关仪式及其对消费者认知的潜在影响的详细描述,尤其是向消费者传达这些仪式是否会影响他们的态度以及如何影响他们的态度。在此,我们以英国市场上的仪式化产品咖啡为例,探讨这种潜在的关系,并确定设计机会。在研究 1 中,我们确定了与咖啡制作和消费相关的仪式。在研究 2 中,我们发现在研究 1 中确定的仪式的几个程序方面并没有在咖啡广告中得到一致的传达,这表明在与消费者的沟通中存在潜在的差距。在研究 3 中,我们发现,向消费者传达这些仪式会显著提高消费者购买咖啡的意愿,而这种意愿是以对社会关注的感知为中介的。这项研究将人们对仪式心理机制日益增长的兴趣与消费者感知和行为方面的研究联系起来,对围绕美食体验设计信息具有重要意义。
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来源期刊
International Journal of Food Design
International Journal of Food Design Arts and Humanities-Visual Arts and Performing Arts
CiteScore
3.70
自引率
0.00%
发文量
7
审稿时长
24 weeks
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