Across individuals, cultures or target groups, Psychological Morphology describes how habits, emotions, visuals, products can be seen as unifying "Gestalten" (shapes) that constantly change and develop. From Goethe's Morphology of living beings via a deep psychological theory that bridges cultural differences, the presenters studied the structure of everyday cooking and eating habits and arrived at marketable solutions for their client, Vorwerk, maker of the world's most amazing kitchen robot. Embark on an unusual journey into consumers' moods and thoughts and what lies beyond them!
Eating behaviour is less and less determined by choice, tradition, social class or peer group and more and more driven by each situation and its particular requirements. This holds true even for the complex and traditional categories of food and beverages, not to mention many other categories of products and services. Thus, eliciting these patterns will help to understand why certain food and beverage products and brands typically appear in certain eating and drinking situations, and how marketing and advertising can strategically address these situations and their Verfassungen.