Food taste preferences and cultural influences on consumption

Abstract

Examines the influence of culture on food taste preferences and the implications for consumer research. The authors explore the roots of certain national and sub‐cultural food taste preferences and consumption. Examples are drawn from the work of Pierre Bourdieu in particular, in demonstrating how taste is in some respects an expression of cultural capital. Postmodernist interpretations of the fragmentation in taste preferences are also described. This exploration of the deeper layers of our food taste preferences based on cultural setting should alert food marketers to both marketing and marketing research issues and opportunities.