From kitchen to mind: The effect of storytelling on meaningfulness and food consumption intention

Food is more than just fuel for our bodies; it connects us to others and the world. Many foods tell captivating stories, from records of historical events to whispers of personal experiences, conveying the meaningfulness and influencing food consumption. Despite the abundance of food stories that have been created and passed down through generations among families and communities, existing research has largely examined storytelling in branding and advertising contexts, leaving its role in food consumption underexplored. To address this gap, our research conducted five studies to demonstrate the positive impact of storytelling on meaningfulness and food consumption intention. Specifically, perceived authenticity was identified as a critical factor in the meaning-making process facilitated by storytelling. This effect was stronger in consumption contexts with low nostalgic atmosphere but weaker in contexts with high nostalgic atmosphere. By systematically illustrating how individuals make meaning within the hospitality context, this research extends meaning-making theory from a traditional focus on macro-level of “global life meaning” to the micro-level of “experience meaningfulness”. In today's digital social media, food marketers ought to leverage the power of storytelling in order to enhance authenticity and increase the meaningfulness of experiential food consumption.