When hot and noisy is good

Abstract

Purpose -The purpose of this paper is to extend research on metaphors of consumption to a Chinese cultural setting, specifically examining consumer thoughts related the Chinese concept of renao (hot and noisy). Design/methodology/approach -The Zaltman Metaphor Elicitation Technique (ZMET) was useda photo elicitation approach and semi-structured interviews that surfaced metaphors. Field observation and participative techniques were combined with the 14 interviews, in Taiwan, through a grounded theory approach that classified results in categories using the software XSight. Findings -Five main categories of related concepts consistently arose: food, inexpensive, crowd, marketing communication and servicescape. Respondents closely tied renao with consumption behavior. All five categories resulted in rich descriptions that these consumers, and possibly a wider group, associate with successful retail locations. Research limitations/implications -This in-depth approach was limited to 14 respondents and two researchers living in Taiwan. Thus, both the sample and the sample frame are restricted. Although the concept of renao is common in all Chinese cultural settings, its exact interpretation differs in different locations, sub-cultures and marketing segments. Originality/value -Consumers expressing their values though consumption is a marketing topic both studied and used in the West. The convergence of consumers' perception of self and consumption is no less important, but certainly different, for consumers in a Chinese cultural setting. Local values heavily influence Chinese consumption in Taiwan, such as the central concept of renao. These local values are rarely discussed in Western literature. Retailers can benefit by incorporating at least some of these metaphors, while marketing researchers can gain an expanded definition of consumer self-image and values.

Food and the Perception of Eating: The Case of Young Taiwanese Consumers

“…Furthermore, the respondents also agreed on the function of food being a communication and socializing tool, which resonates with the findings of prior research (Neely et al, 2014;Niva, 2008). Past study (Warden & Chen, 2009) suggested that Chinese generally associate bustling and crowd to positive food and eating experience. In this paper, we have extended Warden and Chen's (2009) model by revealing the underlying values of sharing or group dining, which is to foster warm relationships with others.…”

“…Past study (Warden & Chen, 2009) suggested that Chinese generally associate bustling and crowd to positive food and eating experience. In this paper, we have extended Warden and Chen's (2009) model by revealing the underlying values of sharing or group dining, which is to foster warm relationships with others. This finding has added to the current literature by suggesting a new functional benefit of food.…”

“…Unlike the traditional structured interview, ZMET helps the researcher and respondents think out of the box as no interview questions or answers can be prepared, at least not until the respondents present the photos they collected. Using respondents' self-collected photographs in in-depth interviews, the results from ZMET are deemed to be more dependable and pertinent when compared to conventional interviews (Chen, 2006;Christensen & Olson, 2002;Khoo-Lattimore, 2008;Khoo-Lattimore & Prideaux, 2013;Warden & Chen, 2009). The main reason is that human thought occurs as image (Humphrey, 1999;Zaltman, 1997) and 80% of human communication is nonverbal (Pinker, 2007).…”

“…To be specific, three sampling strategies were employed, including criterion sampling, snowball sampling, and convenience sampling. The sample size was referred to past ZMET studies which generally included between eight and sixteen respondents (Chen, 2006;Christensen & Olson, 2002;Khoo-Lattimore, 2008;Khoo-Lattimore, Thyne, & Robertson, 2009;Warden & Chen, 2009; Yang, Khoo-Lattimore, & Lai, 2013). The respondents were instructed to collect six to eight photographs that can best represent their thoughts and feelings on food and eating.…”

“…Eating together and celebration symbolize togetherness of the family, merriment, and excitement in the Chinese society. Warden and Chen (2009) studied the traditional Chinese value of 'renao' which literally means hot and noisy. They found that Taiwanese generally associate the seemingly negative crowded and bustling (renao) environment to food and eating.…”