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  • Comparing the Meanings of Food in Different Chinese Societies: The Cases of Taiwan and Malaysia

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    Khoo-LattimorePUB1537.pdf (175.3Kb)
    File version
    Accepted Manuscript (AM)
    Author(s)
    Khoo-Lattimore, Catheryn
    Yang, Elaine Chiao Ling
    Lai, Mun Yee
    Griffith University Author(s)
    Khoo, Catheryn S.
    Yang, Elaine
    Lai, Mun Yee
    Year published
    2016
    Metadata
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    Abstract
    Existing literature sheds little light on how Chinese consumers in any two societies perceive and consume food. In this study, the food perceptions of Taiwanese and Malaysian Chinese consumers are compared using a projective technique. Using images collected by respondents, both conscious and tacit interpretations of food were obtained. Findings reveal that Taiwanese and Malaysian Chinese share similar, but not identical, food perceptions. In this study, food is interpreted from a triadic framework: utilitarian (health, sustenance); hedonic (freedom, happiness, excitement, enjoyment, knowledge acquisition, love); and symbolic ...
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    Existing literature sheds little light on how Chinese consumers in any two societies perceive and consume food. In this study, the food perceptions of Taiwanese and Malaysian Chinese consumers are compared using a projective technique. Using images collected by respondents, both conscious and tacit interpretations of food were obtained. Findings reveal that Taiwanese and Malaysian Chinese share similar, but not identical, food perceptions. In this study, food is interpreted from a triadic framework: utilitarian (health, sustenance); hedonic (freedom, happiness, excitement, enjoyment, knowledge acquisition, love); and symbolic (sharing, warm relationships with others). Based on the emerged findings, the theoretical contributions of the study are highlighted, a number of managerial implications are proposed, and future research opportunities are recommended.
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    Journal Title
    Journal of Hospitality Marketing & Management
    DOI
    https://doi.org/10.1080/19368623.2016.1156042
    Copyright Statement
    © 2016 Taylor & Francis (Routledge). This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Hospitality Marketing & Management on 10 Mar 2016, available online: http://www.tandfonline.com/doi/full/10.1080/19368623.2016.1156042
    Subject
    Marketing
    Tourism
    Food and hospitality services
    Publication URI
    http://hdl.handle.net/10072/99582
    Collection
    • Journal articles

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