From a Culinary Phantasm to an Eudaimonic Well-Being: Exploring The Experience of Amateur Cooking Classes

Intended contribution to knowledge : This research, Consumer Culture Theory and Grounded Theory driven, focuses on the dimensions of the « learning by doing » experience of amateur cooking classes. Literature foundations : This exploration refers, a posteriori, to an eudemonic approach of well-being (an individual fulfillment relating to self-actualization leading to a series of meaningful experiences). It echoes with the three psychological needs of Self-Determination Theory (the needs for competence, autonomy and relatedness) and the optimal experience of flow. Research Method : Through an interpretive approach, we conducted ethnographical observations, recorded films, took photographs and interviewed amateur cooks and professional Chefs in five cooking classes, three in France and two in Japan. Findings and implications : Thanks to an in depth analysis, we designed a framework for cooking class experience and noticed six dimensions : (1) Expertise, as the desire to reproduce Chef’s technical gestures and collect expert information about products and recipes ; (2) Immersion, as strategies of imitation and roleplay ; (3) Convivialité (and commensality), as the pleasure of sharing ; (4) Identity, as a self pursuit and affirmation and cultural heritage ; (5) Sensoriality, as five senses synesthesia ; (6) « Naturality », concerning authentic, seasonal or healthy products and sustainable practices. Also, in a Transformative Consumer Research perspective, public policy and healthcare stakeholders are encouraged to promote cooking competences in order to improve consumers’ food well-being. These dimensions can also be manipulated to enhance motivation and satisfaction of cooking school trainees as well as for raising cooking classes profitability and for developing cooking class concepts adapted to the new generation of millennials worldwide.