%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 }