DESIGN CULINAIRE ET CONSOMMATEURS: Entre rapprochement et distance perçue

This article focuses on consumers' perception of design applied to food products. Two products have been studied. Results show that even if design is attractive, it can generate a virtual distance between the product and consumers who can't psychologically adopt it. Appropriation process by consumers seems to be affected by two types of factors: the degree of typicality of the product within its category, and the aesthetic sensitiveness and innovativeness of consumers. Authors then suggest solutions to facilitate appropriation process of this kind of products by consumers. [PUB ABSTRACT]