TY - JOUR
T1 - The family grilling consumption experience in Mexico
AU - Morton Rodríguez, Flor Esthela
AU - Treviño Benavides, Teresa Berenice
AU - Quintanilla, Claudia
N1 - Funding Information:
The authors would like to thank the editor and the anonymous referees who kindly reviewed the earlier version of this manuscript and provided valuable suggestions and comments.
Publisher Copyright:
© 2020, Emerald Publishing Limited.
PY - 2020/6/18
Y1 - 2020/6/18
N2 - Purpose: The purpose of this paper is to understand the ritual, roles and symbolic meanings of family grilling consumption experiences in northeast Mexico. Design/methodology/approach: This study adopted a phenomenological approach and conducted 73 in-depth interviews and in situ observations during family grilling experiences. Findings: Based on an examination of the phases, symbolic meanings, and ritual elements of grilling events in Mexico, the results of this study identify a third type of family food consumption ritual, the escape ritual, which has different characteristics than routine and festive family food consumption rituals. Practical implications: The findings indicate the emergence of a more sophisticated family grilling experience that uses new accessories and products. Companies could align their marketing strategies for grilling products and segment their communication messages based on the roles of participants and the symbolic meanings identified in this study. Originality/value: This research studies an experience in light of both ritual and escapism literature.
AB - Purpose: The purpose of this paper is to understand the ritual, roles and symbolic meanings of family grilling consumption experiences in northeast Mexico. Design/methodology/approach: This study adopted a phenomenological approach and conducted 73 in-depth interviews and in situ observations during family grilling experiences. Findings: Based on an examination of the phases, symbolic meanings, and ritual elements of grilling events in Mexico, the results of this study identify a third type of family food consumption ritual, the escape ritual, which has different characteristics than routine and festive family food consumption rituals. Practical implications: The findings indicate the emergence of a more sophisticated family grilling experience that uses new accessories and products. Companies could align their marketing strategies for grilling products and segment their communication messages based on the roles of participants and the symbolic meanings identified in this study. Originality/value: This research studies an experience in light of both ritual and escapism literature.
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U2 - 10.1108/JCM-04-2019-3160
DO - 10.1108/JCM-04-2019-3160
M3 - Article
SN - 0736-3761
VL - 37
SP - 559
EP - 567
JO - Journal of Consumer Marketing
JF - Journal of Consumer Marketing
IS - 5
ER -