ABSTRACT
This chapter presents a visceral food approach based on biological needs to provide scholars, public policy, food industry, and marketers with a new epicurean approach based on enduring pleasure by identifying the key determinants of the experiential pleasure of food and their contributions to promoting healthy eating behaviors and consumer wellbeing. The analysis of the literature on food pleasure showed that amongst a total of 695 articles about food pleasure, published from 1995 to 2017, only 109 articles focused on food pleasure as it relates to the psychology, sociology, and business fields. In their research on the relationship between food pleasure and purchase intentions, Nowlis and Shiv conducted experiments to test whether distractions affect the pleasure experienced during food sampling, and thus have a subsequent effect on consumer purchase intentions of the sampled product. Evidence shows that positive emotions can lead to an enhanced eating experience and choice of healthier foods.
