Neuromarketing in Haute Cuisine Gastronomic Experiences

Abstract

Gastronomic experiences offer a set of stimuli that affect the customer's perception of chef-designed food. This empirical study aims to analyze the influence on the consumer, at a cerebral level, of the stimuli characteristic of a high-level gastronomic experience, in a Michelin starred restaurant. The presentation by the waiter or chef, the plate design, the dish served, the taste of food, interaction or moment in which the food is served are the variables analyzed. Through the use of neuromarketing techniques-galvanic skin response to register emotional arousal, eye tracking to identify where consumers look, and electroencephalography to interpret emotional reactions-combined with qualitative research technique (In-depth interviews with all consumers), in order to know the natural and suggested memories, the objective of this research is to determine the emotional impact of the variables analyzed against the actual taste of food, obtaining conclusions about each variable in overall experience and allowing the authors to propose a model of order design of dishes, designed by the chef, based on emotions and thereby achieving greater efficiency in results of the experience and the memory of it. Results indicate a favorable influence on emotions when the chef presents the food. Likewise, dishes with special presentation have a greater influence at the level of interest than conventional dishes. It is important to highlight that the levels of emotion and attention fall after the midway point of the experience, due to the duration of the experience. Therefore, the dishes do not have the same emotional impact, despite being as special as at the beginning of the experience.

Emotional Impact of Dishes versus Wines on Restaurant Diners: From Haute Cuisine Open Innovation

“…Sensory marketing manages the communication of the brand toward the senses [60], analyzing the perception and behavior of consumers [61] as a complement to rational marketing [62]. "Sensory pleasure" appeals to the client's senses, creating unforgettable experiences [19,63], facilitating the client's reaction to emotional and creative stimulation, and is connected to certain lifestyles [64].…”

“…Recording activities were naturally followed by studies of synchronized pupil trajectory (gaze fixation), galvanic skin response, and emotional levels (using electroencephalography) to register emotional traces or somatic markers in each phase and at the general experience level, according to the levels of the biometrics recorded [19].…”

“…The restaurant sector is key in the cultural economy of a country [17] as they have to adapt to changes in consumer habits while being influenced by new experiences or technological changes [18]. Culinary creativity, restaurant decoration, quality of service, or technological level are key to innovation in a sector whose challenge is to offer a memorable experience [19]. There are models that relate innovation in a restaurant to the brand, perceived quality, and customer loyalty [20].…”

Aspects of Industrial Design and Their Implications for Society. Case Studies on the Influence of Packaging Design and Placement at the Point of Sale

“…The location of the study was in the Pikolinos Store in Alicante city (Spain), monitoring subjects of various origins when they were in front of the main seasonal product area. The study was structured in 1 phase, with the sample size (consisting of 10 men and 20 women) suitable for this study [64,65].…”

Neurogastronomy as a Tool for Evaluating Emotions and Visual Preferences of Selected Food Served in Different Ways

“…Another biometric method, galvanic skin response (GSR), served to identify patterns of physiological activity during food selection in a virtual-reality buffet setting and a real-life buffet setting [ 15 ]. A practical example of the use of biometric (skin galvanic resistance and eye-tracking) and neuroimaging methods (electroencephalography) in combination with the technique of qualitative research (in-depth interview) is the empirical study in [ 16 ], which was conducted in a Michelin-starred restaurant. The analyzed variables were the presentation of the waiter or chef, the design of the plate, the food served, the taste of the food, the interaction, and the moment at which the food was served.…”