Consumption rituals relating to food and drink: A review and research agenda

Abstract

Rituals are common in relation to consumption of food and drink, and are related to psychosocial benefits such as social bonding, affective change, and enhanced consumer perceptions. However, theoretical understanding of food and drink consumption rituals, and empirical examination of their effects and mechanisms of action, is limited. In this literature review we show a need for greater theoretical understanding of these rituals, and especially mechanisms linking ritual performance to outcomes. Such understanding would be greatly enhanced by a holistic model of consumption ritual and the development of an instrument that can be used to study different aspects of such rituals, both of which are currently lacking. We also highlight specific research questions regarding the cognitive, social, and affective outcomes of ritual consumption of food and drink, and the affective and cognitive-behavioural mechanisms that might precede them. We provide suggestions regarding the research paradigms and methods that might suit such questions, and encourage research along these lines of inquiry.

Keywords: Behaviours; Consumer; Drinks; Food; Literature review; Perceptions; Research agenda; Rituals.