Expectations drive our lives and actions. Our interpretation of the
scene out in front governs whether or not we eat and whether or not
we patronize a store or restaurant. The activity of the moment is
pursued not only for duty or immediate pleasure but also with the
dread, excitement, or merely boredom that lies ahead. The stimulus
provided by the total appearance of the object or scene engenders
expectations of the outcome of our involvement with the object or
event.
Throughout the food chain, expectations are at the heart of
quality judgements and price. On entering a restaurant or pub we
may subconsciously judge qualities such as cleanliness, comfort,
privacy, and quality. A major part of these judgements are
responses to the visual properties of the space.
This book tackles expectations and how they arise, expectations
associated with strangers involved in the food industry, with the
business faAade, advertisement and packaging, as well as
expectations engendered in store and restaurant and from the food
itself. This holistic approach has been taken because total
appearance images and expectations are critical in separate and
interlinking ways to all aspects of food research, development,
production, marketing, sales and preparation, as well as
consumption. Above all, they are critical to each individual
customer whether they are in the kitchen, store, restaurant or
pub.
This book seeks to help those in all areas of industry who
contribute to the visual stimulus experienced by the customer.
These include architects, store designers, and food producers,
whether they be banquet chef or manufacturer, as well as those in
advertising and packaging or having responsibilityfor training
customer contact staff. It will also serve as a text for students
and graduates of food science, marketing in its widest sense,
retailing, and those concerned with food and its presentation.
Although this book is directed at members of the food industry,
the philosophy, approach, and interpretation apply to all
industries and service sectors that depend on a person's visual
appraisal of an object, scene, or situation.
General
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