Abstract
The gastronomy of food plays a central role in society at both utilitarian and hedonic levels. This has manifested through increased content on TV and online media through cooking shows, documentaries, and contests. This, in turn, has increased interest in the study of food enthusiasm for both theory and practice. This study aims to establish a phenomenological understanding of food enthusiasm and subsequently identify key behaviors to categorize customers effectively. The study synthesizes findings from interviews with professionals who interact with food enthusiasts to develop an inventory of questions, which are employed in a survey of US customers. It then derives dimensions of food enthusiasm using factor analysis, which are then modeled in a cluster analysis procedure to build distinctive groups of customers. Findings show distinctive groups whose behaviors vary significantly in explaining food enthusiasm. Theoretical and practical implications are subsequently discussed. Theoretical and practical implications are subsequently discussed.
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