Institute of Hospitality - Psychology of Food & Hospitality Marketing

@DigitalBlonde
Psychology of
Food Marketing
@DigitalBlonde

@DigitalBlonde@DigitalBlonde
“We believe that everyone should have a love of food
and food experiences but in a way that isn’t detrimental
to their long term health or the planet”
Mecca Ibrahim, Great British Chefs | Tom Aikens

@DigitalBlondeKaren Fewell @DigitalBlonde #SMWFoodPsych
Experiment
Mobile
phones & the
dining
experience
Karen Fewell @DigitalBlonde #Hotelympia

The
iPhone
EffectShalini Misra1, Lulu Cheng2, Jamie Genevie1,
and Miao Yuan3, 2014

Describe how you felt when you
were asked to put your phone in
the box . . .
Anger
Fear
Sadness
Joy
Love
Surprise
4.5%
40.9%
13.6%
31.8%
0.0%
9.1%
“Anxious – felt like my right arm had been
cut off. Sad – because my friends couldn’t
share my experience of this fab evening.
Upset – on behalf of my followers they’ll be
missing my posts and I miss them!”
“Strange, unusual, scared, weird, sad, angry”
“Relaxed, relieved. I feel the pressure to be
good at social media and find this hard to
balance in social situations”
“A little sad I wouldn’t
be able to take photos
of the food, or tweet
anymore. But also felt
quite relieved and
happy that there
wouldn’t be pressure to
keep connected or stay
‘interesting’ online.
Also nice to have a real
excuse to speak to the
people opposite and
have proper
conversations. Quite
anxious at first but
afterwards totally fine!”

What is your view
on technology at
the dining table?

Tweeting and wanting to post on Instagram were
among the most popular tasks people wanted their
phones for, perhaps due to the unusual surroundings
and very visual nature of the food and props. Making
and answering calls were among the tasks people
least wanted their phones for. People wanted the
phones for other tasks, in particular ‘Googling’ to aid
conversation, making notes, taking photos and even
checking the time.

@DigitalBlonde@DigitalBlonde
An average person makes more than 200
decisions about food every day, many of
which are made unconsciously.
@DigitalBlonde

@DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde
Primal
Emotional
Rational
Decisions
#SMWFoodPsych @DigitalBlonde

@pauljzak @uweg #BloodBrand
http://www.fastcocreate.com/3027563/the-story-button-in-your-brain-neuroscience-study-sheds-light-on-brand-human-love
"There is no 'Buy' button in the brain. There is a 'Story' button."
#SXSW
@DigitalBlonde

@DigitalBlonde
It’s a photo of
food to you….
But to me this
resembles
stories,
memories and
emotions

@DigitalBlonde
What makes the
meaning of the photo
different for you and
for me?
@DigitalBlonde

@DigitalBlondeKaren Fewell @DigitalBlonde
Emotions are the driving
force of many of our
behaviours
Your brain
detects
threat or
reward

@DigitalBlonde
Threat
Adrenaline
Cortisol
Karen Fewell @DigitalBlonde

@DigitalBlondeKaren Fewell @DigitalBlonde
Dopamine
Oxytocin
Serotonin
These chemicals make us feel
good and motivate us to
continue on the task or
behaviour

@DigitalBlonde
Understanding the brain and its
impact on marketing
• Primal
– Risky/Safe
– Sex
– Food
• Emotional
– Empathy
– Mirror Neurons
– Pleasure & Pain
– Body Language
– Story-telling
• Rational
– Enable Post-
rationalisation
– Product
Demonstration
– Listing Specs /
Product Benefits
– Give Evidence
That It Works
– Be The Authority
“We generally buy with our
emotions and then justify the
decision with logic later”

@DigitalBlonde#SMWFoodPsych @DigitalBlonde
Parrots’ 2001 theory. Parrot identified
over 100+ emotions and conceptualized
them as a tree structured list.

@DigitalBlonde#SMWFoodPsych @DigitalBlonde @ArtizianCaters
Foodology® Experiment with
Artizian Catering #Foodology

Experiment Part 1

Then we took user
generated content …….
Karen’s iPhone snaps from the
Foodology® evening

Experiment
Part 2 & 3

Phil Howard
2 Michelin Star Chef
The Square
Nathalie Nahai
The Web Psychologist
Ed Butcher
Square Meal
Sam Michel
Chinwag
Artizian

1 2 3 4 5
The offline experience is
much more sensory and
immersive and results in
more arousal
The description version
of the pictures is 3.0
Pictures only 2.7
3.6 The offline/real experience
People's emotional reactions to the dishes are stronger offline

"There is no 'Buy' button in the brain. There is a 'Story' button."
#SXSW
@DigitalBlonde

@DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlondeKaren Fewell @DigitalBlonde
“95% of decision are
non conscious”
“65% of conversations
people have are
actually stories”

New Digital Blonde
measure of modern
day brand love

@DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlondeKaren Fewell @DigitalBlonde #Hotelympia
Looking at how Londoners
feel about these food-to-go
brands

...these casual dining brands

... and these hotel brands

What do you think it is that makes
a person love a brand?

Top 3 most loved food-to-go
brands
Strongest drivers of
love for McDonald’s
are passion and
emotion
The strongest
love driver is
passion
Passion is again a driver for KFC love -
but so, too, are nostalgia and
attachment. Loving KFC may be to do
with a history of outings with family
and friends

ImplicitAssociation(speedofresponse)
Popularity (% agreeing with the statement for each brand)

Top 3 most loved hotel
brands
Some elements emerged as particularly important for hotel brands,
specifically self-congruence and attachment. It may be that, because people stay
and rest in hotels, they need to feel relaxed within them; therefore they love hotels
which feel familiar, similar and comfortable. Indeed, trust also appears to be an
important element.

Top 3 most loved casual
dining brands
Love for Pizza
Express is driven by
emotion/pleasure
and identity (passion
and self congruency)
as well as trust
Most popular attribute was
nostalgia. This
appears to be an important
element for casual
dining brand love, as one
might expect in terms of
creating memories with
friends and family
The strong drivers of
love for this brand
were emotion,
nostalgia and trust

18
%
15
%

@DigitalBlonde
1. Emotional decisions
2. Understand emotional
profile of your brand
3. Emotional connection to
your brand through stories
4. Act responsibly and
ethically and align this with
good commercial sense

Institute of Hospitality - Psychology of Food & Hospitality Marketing

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