Association of Marketing Theory and Practice Proceedings 2011


Conceptualizing the Canadian Post-Modern Dinner Culture: Insights from Canadian Women Lived Experiences

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date



A practical and symbolic meaning for dinner exists for consumers in a post-modern world. The focus of this study was on women as they are responsible for most of the decisions and actions with regards to dinner. A grounded theory approach was adopted to understand participants lived experiences. Through the use of diary entries, photographs and in-depth interviews, the researchers explored the meaning of everyday dinners. This study found three instrumental elements, ‘Food’, ‘Family Relationships’ and ‘Time’ that make up the true meaning of dinner, dinner experience and the routine of dinner creation for Canadian consumers. The ‘Time’ element held a mediating relationship for the way ‘Food’ and ‘Family Relationships’ would impact consumer’s meaning of dinner. Time was seen as an artifact of living in a post-modern culture. This study offers an understanding of how consumers conceptualize the meaning of dinner and implications are discussed.

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Digital Commons@Georgia Southern License

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