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How to rebuild a consumption episode? An immersive “breakfast”

Abstract : Rebuilt environments aim to consider context during food evaluation, while keeping under control testing conditions. Whether immersive rooms or virtual reality, the difficulty is to evoke a consumption episode, not only a place. According to Bisogni (2007), eight interconnecting dimensions characterize a consumption episode: food and drink, location, time, recurrence, activities, social setting, mental processes, and physical condition. If all those dimensions are part of consumption episodes, it seems necessary to evoke them inside the rebuilt environment where only “location” and “food and drinks” are actually provided to participants. In the present study, the consumption episode is “having a week-day breakfast”. The objective is to identify the key features effective to evoke a consumption episode from cues introduced in the physical environment i.e., a kitchen. At first, the consumption episode was characterized with a semantic association task. 135 participants prompted by the question “what comes to your mind when I tell you: breakfast?” provided 1 to 5 words. The most cited words refereed to “food and drinks” (e.g. “coffee”, “croissants”) and the second more cited dimension was “time” (e.g. “morning”). Then, 40 participants performed a recall-task with photo elicitation to identify what in the kitchen provide cues of the six other dimensions (time, activity, etc.). The day of the interview, participants took pictures of their kitchen showing the arrangement of their breakfast. Through a semi-directive interview, they described the eight dimensions of their breakfast and showed in the pictures clues of what they mentioned. For example, a clock on the wall is a good way to signal time and evoke the morning. This approach, combining psychology and anthropology methodologies, allows the identification of salient elements to evoke “a week-day breakfast” episode. The next step is to implement these clues in an immersive context and validate its evocation potential.
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Submitted on : Thursday, June 4, 2020 - 11:20:13 PM
Last modification on : Tuesday, September 7, 2021 - 3:36:08 PM


  • HAL Id : hal-02785890, version 1
  • PRODINRA : 485313


Maëlle-Ahou Gouton, David Blumenthal, Catherine Dacremont. How to rebuild a consumption episode? An immersive “breakfast”. 13. Pangborn sensory science symposium, Jul 2019, Edinburgh, United Kingdom. ⟨hal-02785890⟩



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