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dc.contributor.advisorJones, Katharine
dc.contributor.advisorGlynn, Mark
dc.contributor.advisorCrezee, Ineke
dc.contributor.authorBarnett, James
dc.date.accessioned2017-05-25T22:23:18Z
dc.date.available2017-05-25T22:23:18Z
dc.date.copyright2017
dc.date.created2017
dc.identifier.urihttp://hdl.handle.net/10292/10491
dc.description.abstractThe purpose of this study is to explore and describe the unconscious cultural influences to breakfast consumption in New Zealand, and how these influences can provide value to practitioners and academics. Specifically, it seeks to uncover an unconscious cultural code that drives consumers to make certain decisions and influences their behaviour. To do so, the researcher proposes a novel approach, named the Logic, Emotion, and Instinct (LEI)© method wherein a three-stage projective focus group format is detailed, which builds on the work of Rapaille (2007) and is structured around MacLean’s (1973, 1985, 1990) Triune brain model. The method is designed to assist the researcher to guide participants through various mental states from rational thinking, past emotion to one’s instincts, where the true causes of behaviour are believed to reside. The results highlighted that people rationalise not eating breakfast by their belief that they lack time in the morning. The key tension underlying the emotional responses to breakfast is the conflict between wanting to eat indulgent foods but feeling that they should eat healthily. Instinctively, breakfast represents being cared for, the nurturing passed down from a Caregiver. Overall, the culture code indicates that New Zealanders think of breakfast as the comfort they receive, either from feeling cared for or from the satisfying sensations derived from indulgent foods. This study provided a description of the culture code for breakfast in New Zealand. For practitioners, the study explains how marketers can use the culture code to position their brands to gain preference in the marketplace, specifically in the New Zealand breakfast foods category. For academics, this research draws new conceptual links between established theories, providing new knowledge to the marketing discipline. Moreover, this study has developed and detailed the novel LEI© method that can be used to uncover unconscious cultural codes in future settings.en_NZ
dc.language.isoenen_NZ
dc.publisherAuckland University of Technology
dc.subjectMarketingen_NZ
dc.subjectRapailleen_NZ
dc.subjectTriuneen_NZ
dc.subjectBrainwavesen_NZ
dc.subjectArchetypesen_NZ
dc.subjectSemioticsen_NZ
dc.subjectBreakfasten_NZ
dc.subjectCultureen_NZ
dc.subjectNew Zealanden_NZ
dc.subjectUnconsciousen_NZ
dc.subjectConsumer researchen_NZ
dc.subjectQualitativeen_NZ
dc.subjectEarly memoriesen_NZ
dc.subjectImprintingen_NZ
dc.subjectLogic, emotion, and instincten_NZ
dc.subjectLEIen_NZ
dc.subjectIntellectual alibisen_NZ
dc.subjectLogic of emotionen_NZ
dc.subjectReptilian hot buttonen_NZ
dc.subjectCulture codeen_NZ
dc.subjectStructural linguisticsen_NZ
dc.subjectNarratologyen_NZ
dc.subjectNeuroscienceen_NZ
dc.subjectBiological anthropologyen_NZ
dc.subjectDevelopmental psychologyen_NZ
dc.subjectEvolutionary psychologyen_NZ
dc.subjectBinary oppositionsen_NZ
dc.subjectThematic analysisen_NZ
dc.subjectFocus groupsen_NZ
dc.subjectDiscovery sessionsen_NZ
dc.subjectClotaireen_NZ
dc.subjectConsumer behaviouren_NZ
dc.subjectProjective techniqueen_NZ
dc.subjectLogicen_NZ
dc.subjectEmotionen_NZ
dc.subjectInstincten_NZ
dc.subjectBehaviouren_NZ
dc.titleBeyond Reason: Uncovering the Collective Unconscious 'Code' for Instinctive Breakfast Consumptionen_NZ
dc.typeThesis
thesis.degree.grantorAuckland University of Technology
thesis.degree.levelMasters Theses
thesis.degree.nameMaster of Businessen_NZ
dc.rights.accessrightsOpenAccess
dc.date.updated2017-05-25T09:20:35Z


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