Designing and Distinguishing Meaningful Artisan Food Experiences

We examine consumer expectations about how specialty versus conventional food products affect well-being and small, artisan producers can use that information to design better customer experiences. Drawing on recent work examining the costs benefits of pleasure- meaning-based consumption, we investigate whether are more meaningful lead increased desire for additional product information. selectively sampled from target market interest: high-involvement consumers who regularly consume a (cheese) in both typical forms. The authors manipulate type (typical special) within participant measure differences expected pleasure meaning as well variety behaviors related preference find these expect special provide (hypothesized) pleasurable consumption experiences (not hypothesized) than products. Consistent with our theory, of, search for, was greater A causal mediation analysis revealed mediate relationship between utility information, an effect which persists controlling unexpected difference pleasure.