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An Experiential View of Food Design Thinking: Expanding Consumer Centricity for Food Well-Being

In: Design Thinking for Food Well-Being

Author

Listed:
  • Lia Zarantonello

    (Roehampton University Business School)

  • Bernd Schmitt

    (Columbia Business School)

Abstract

This chapter aims to evolve the concept of consumer centricity in food design thinking by providing a well-established theoretical background rooted in consumer experience and happiness studies. We argue that food design thinking needs to adopt an “experiential view” for consumer centricity. Such a view, in marketing and consumer research, has focused on understanding in depth how consumers relate to products, services, and brands through their experiences. The experiential view has also shown how experiences can contribute to consumer happiness. Applying the experiential view to design thinking can help companies to design prolonged and articulated consumer experiences that improve consumers’ life, rather than merely focusing on product interactions at the point of purchase and their usage that satisfy a need. An expanded model of consumer centricity is proposed to evolve the current concept, and differences compared to the traditional view of consumer centricity are shown. Theoretical and practical implications are discussed at the end of the chapter.

Suggested Citation

  • Lia Zarantonello & Bernd Schmitt, 2021. "An Experiential View of Food Design Thinking: Expanding Consumer Centricity for Food Well-Being," Springer Books, in: Wided Batat (ed.), Design Thinking for Food Well-Being, edition 1, chapter 0, pages 211-225, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-54296-2_13
    DOI: 10.1007/978-3-030-54296-2_13
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