Executive summary of “Practising conviviality: social uses of ethnic cuisine in an Asian multicultural environment”

Citation

(2015), "Executive summary of “Practising conviviality: social uses of ethnic cuisine in an Asian multicultural environment”", Journal of Consumer Marketing, Vol. 32 No. 7. https://doi.org/10.1108/JCM-11-2015-054

Executive summary of “Practising conviviality: social uses of ethnic cuisine in an Asian multicultural environment”

Article Type: Executive summary and implications for managers and executives From: Journal of Consumer Marketing, Volume 32, Issue 7

This summary has been provided to allow managers and executives a rapid appreciation of the content of the article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefit of the material present.

Certain foods are intrinsically linked with a specific culture to the extent that cuisines are accepted as having a role in the construction and sustenance of a particular ethnic identity. The growth in multicultural environments has raised the importance of food consumption as a means of facilitating interactions between members of different cultures. Researchers believe that consumption of “non-native ethnic cuisines” can prove indicative of the “social dynamics” that routinely exist within a particular multicultural marketplace.

Cuisine is defined as food associated with a certain “community of people” through their everyday consumption. Such people are thus classified as having expertise of their cuisine, the broader perception of which also includes its production and preparation. This prompts cuisine to be regarded as the “culture of food within a society”, a term that incorporates the ingredients used, cooking processes and the attitudes and beliefs surrounding the meal.

Research has shown that various factors influence the food choices made by consumers. Sensory and hedonic motivations are regarded as important along with “social forces”. Consumption of food and cuisines can be perceived as a routine to which social influence can be strong.

Reference groups are widely known for their capacity to exert influence on the decision making of others. According to some analysts, social influence of reference groups is mostly classed as either informational or normative. In the first instance, this describes using information provided by significant others as a means of making informed decisions. Impact on consumer choice tends to be greater when the information source is perceived as credible. Reference group influence is described as utilitarian when consumers are driven by a desire to comply with the wishes of others. Gaining rewards and avoiding sanctions are intended outcomes of succumbing to this form of influence, which can manifest in situations where someone seeks to form a new relationship. Scholars also use the term “value-expressive reference group influence” when an individual desires to form a “psychological association” with a person or group. Accepting norms and behaviors of the other indicates the existence of this need.

Evidence shows that all three types of reference group influence can impact on food consumption decisions. For example, informational reference group influence might determine how much food a person will eat in a social context. And someone avoiding behaviors which are socially discouraged could reflect utilitarian reference group influence. Where value-expressive influence is concerned, people typically use food choices as a means of demonstrating an affinity with the group.

People’s tendency to portray themselves in a certain way within social contexts is widely acknowledged by researchers. This “social self” is constructed to attain status and recognition from key others. It also generates “cultural capital”, reflected in such as special skills, knowledge and tastes. Food consumption is recognized as potentially being another expression of cultural capital. It has been found in some research that high levels of cultural capital are correlated with a penchant for exotic non-native foods.

Importance is also attached to “social capital” in various studies and two forms are identified. The external type concerns relations with “other distinct actors” and is referred to as “bridging”. In contrast, “bonding” social capital is the internal form that pertains to the structure of associations within a group. In multicultural contexts, bridging social capital is especially relevant, as it helps people to build new connections. The value of bonding social capital lies in its capacity to help sustain identity within an unfamiliar setting. It is suggested that consuming non-native cuisine can help build social capital. Part of the rationale for this belief is that such consumption situations are partly dependent on reciprocity and trust, both of which have been linked to social capital creation.

In the present study, Zafari et al. conduct interviews with 21 residents of Dubai representing several nationalities and cultures. Dubai was chosen because of its multicultural nature and prominence of different ethnic cuisines, with Asian cuisines being most prevalent. Subjects were aged between 20 and 50 and varied in terms of country of origin, duration of residence in Dubai, number of nations lived in and socioeconomic level.

Interviews focused on everyday consumption behaviors, with particular focus on non-native ethnic cuisines. Indian, Italian, Chinese, Japanese and Arabic/Lebanese were mentioned most. The Emirati cuisine was not used much, prompting the suggestion that local can also become multicultural within a multicultural setting. Questions aimed to identify which cuisines were preferred and what factors determined why some cuisines were chosen more often than others. Personal tendencies and characteristics were also established.

Data revealed that most respondents regularly consume non-native cuisines in a variety of situations. The “communal context” of encountering new cuisines identified in earlier work was also evident here. Consumption was used by some as a means of proactively managing their social network. For others, the process is reactive and consumption is inspired by network members.

The authors identified that consumption activities indicate three distinct yet often co-existing social practices. These are respectively labeled as:

• Instrumental uses. Consumption of ethnic cuisines can be used in relation to goal attainment such as gaining affiliation to a specific social group. Marriage or other changes to personal circumstances sometimes prompts this practice. Avoiding exclusion from a social group is another instrumental motive for eating non-native cuisines. Others perceive it as a means to develop bridging social capital in instances like developing closer associations with work colleagues. Value largely resides in the communal nature of consumption rather than the actual culture reflected by the chosen cuisine.

• Expressive uses, which include communicating aspects about themselves or their relationships with “eating partners”. Expression of religious values is one example. This form of consumption can also link an individual to the food’s “source culture” and aid in the creation of bonding social capital. When the practice reveals multicultural competence achieved through travel and experiences gained, consumption helps achieve goals related to multicultural status.

• Conviviality considerations, essentially relating to concerns about eating partners. Key aspects here include the prevalence of negotiation and comprise between all parties when selecting a cuisine. However, people might have little scope for this during more formal social occasions. But obligation to eat certain foods might influence future preferences in some cases. Evidence also suggests that options which are most acceptable to all parties will often prevail. Customized blends of different cuisines to cater for different tastes are other solutions that are sometimes adopted.

This study confirms that social influences can be the most significant factor in choice of food and that non-native cuisines are routinely used for various social practices.

Managers are advised to ascertain which social dynamics most influence selection of ethnic cuisines in an Asian context. For instance, knowing whether eating will be used to generate social or cultural capital can help them position their offerings more effectively by increasing the salience of relevant cues. It is likewise suggested that eating outlets provide several different ethnic cuisine options to cater for the different tastes within a multicultural context. Labeling food clearly to help those driven by religious requirements is also recommended.

Future work could consider different samples and research methodologies. Motivation of factors like health concerns and sensory appeal might also be investigated. Other possibilities include examining how social capital can become cultural capital and exploring the relationship between social and identity factors.

To read the full article enter 10.1108/JCM-09-2014-1156 into your search engine.

(A précis of the article “Practising conviviality: social uses of ethnic cuisine in an Asian multicultural environment”. Supplied by Marketing Consultants for Emerald.)