The sensuous and the factual
General cultural criteria are also making themselves felt when consumers relate to other types of products. If it is a question of cheese and meat, French consumers emphasise the sensuous aspect - Danish consumers the factual. Because the taste sensation plays such a large role in France, French consumers are less likely to let themselves be influenced by e.g. hygienic arguments, which is a source of wonder for many Scandinavians.
These types of consumer behaviour are deeply rooted in different ways of relating to the animalistic - to life and death. Fresh oysters and red meat are seldom appreciated in Denmark, whereas in France exactly red meat is perceived as being more alive, and thereby more powerful and appetising. The animalistic aspect is seen as something positive in France and Spain, whereas the associations in Denmark and Germany are more in the direction of death and morbidity. The reaction is one of disgust, and therefore it is desirable to kill each and every trace of what is disgusting in a process of frying, boiling, or pasteurising. Thereby, the animalistic is transformed into something different: the proteins it consists of. Digging a little deeper into this issue, one finds that there are different perceptions of the distinction between the human and the animalistic which support the experience of the consumer in their respective cultures. In the Nordic countries people talk more about nature in man than about culture versus nature, just like many people try to behave naturally. Contrary to that, people in Catholic countries are fond of rhetoric and pomp and gladly make use of culture and staging for seduction.
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