Food & Beverage Management | Online Course Support

Sal and Marta love cooking together. He is Iranian and she is Italian. Once they were together in the kitchen and started discussing whether the yogurt should be considered a side dish or a dessert. What were they doing?


Consumers tend to give meaning to and categorize the products they consume, which causes a number of cognitive and emotional associations. Both Sal and Marta are comparing the product with their tradition, habits, and norms. Since these factors are so different, they discuss about which is the right category for yogurt.

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