Nowadays food is increasingly important in consumer research, having meanings that go beyond the simple act of eating. Our research concerns the meanings that Italians associate to breakfast, as well as the practices and rituals related to this meal. To that end, we use a qualitative methodology (i.e., introspection and photographs). The analysis shows six meanings of breakfast related to functional and experiential aspects. It also emerges that rituals of breakfast are centred on specific objects and places, whereas practices are associated to peculiar products. These findings suggest directions for future research in terms of cross-cultural comparisons.
Buongiorno! Insights into Italian Breakfast Culture
ZARANTONELLO, LIA
2008
Abstract
Nowadays food is increasingly important in consumer research, having meanings that go beyond the simple act of eating. Our research concerns the meanings that Italians associate to breakfast, as well as the practices and rituals related to this meal. To that end, we use a qualitative methodology (i.e., introspection and photographs). The analysis shows six meanings of breakfast related to functional and experiential aspects. It also emerges that rituals of breakfast are centred on specific objects and places, whereas practices are associated to peculiar products. These findings suggest directions for future research in terms of cross-cultural comparisons.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.