MAPP Workshop 2015
Introduction
12th International MAPP Workshop on Consumer Behaviour and Food Marketing, Middelfart, Denmark, 19-20 May 2015; Deadline 25 Feb
MAPP WORKSHOP 2015
12th International MAPP Workshop on Consumer Behaviour and Food Marketing
Hotel Comwell Kongebrogaarden, Middelfart, Denmark
19-20 May 2015
Food co-creation: product authenticity and household experiences from farm to fork
Not only do foods and meals serve the physiological purpose of feeding the body and delivering nutritional value, they also are important elements of how we define ourselves, build social relations and culture. Producers and processors are involving consumers in co-creating new products, while at the same time identity, belongingness, and culture are expressed in foods that are communicated as regional, traditional and authentic. Consumers build on the ‘stories’ that products narrate in their travelling from local conception to potentially global distribution and incorporate them into their own food purchase decisions: selecting the type of stores, interacting with the seller, verifying truthfulness of product label information, developing unique associations about the places these products originate in, and preparing meals that respect the product-place narratives and at the same time take under consideration the family customised needs and eating habits.
The 12th International MAPP Workshop on Consumer Behaviour and Food Marketing will focus on product-household co-creation of experiences in shopping for products and preparing meals, and the various meanings that food authenticity can take in this co-creation process.
The deadline for submission of abstracts is 25 February 2015.
Full information is available here: