6533b873fe1ef96bd12d4a43

RESEARCH PRODUCT

Wine and gastronomy. To make experience and existence on good terms

subject

description

Even before summoning up, more or less, what has been said and written about consumer experience and experiential experience since one of Holbrook and Hirschman's (1982) seminal articles, it is easy to imagine why these concepts exert such a power of attraction. The value being above all differential, it is necessary to get out of the everyday life, out of its continuum. By dint of habits, or even routines, this everyday life loses substance. We must therefore revitalize it, give it matter and meaning with peaks of sensations, emotions, sudden revelations, related to oneself and the world. This is both the operative and symbolic function of the experience, which can be condensed into a few modal operations: surprising, revealing, making people live and see differently. Of course, it is up to us to go a little further on the phenomenological character of this experience. To understand how it manifests itself and gives itself the chance to take, as a reenchanted parenthesis or acme point, a break with the mechanics of daily or ordinary life. In this respect, the gastronomic universe, a permanent theater of invention between wine and food, sensations and discourse, emotions and sharing, offers a field of experiences that is without doubt unequalled or unrivalled, all cultures combined. This is due to the magic of the power of incorporation, of flavor in value, of food in signs with a strong symbolic charge, as soon as it is a question of drinking or eating, of sharing a meal or of projecting oneself into a food imaginary.