[The consumer in the face of change]

The study on consumer behaviour done by the nutrition department of INSERM shows that there are opposing attitudes towards Change. Among the factors unfavorable to change are: reluctance to changing old habits, nostalgia for the past, suspicion towards industrially prepared foods, fear of food pollution, love for the art of good cooking. Among the factors favoring change are: the higher standard of living, the desire to save time, the change in the way of thinking about foods, the evolution of cooking practices, as well as a need for variety and quality. Man looks for change more for his own pleasure than by necessity. They can be positive pleasure such as: -- Sensory values (taste, zest, variety). -- Coenesthesic values (feeling of well-being, euphory). -- Emotional values (means of communication a gift). -- Symbolic values (prestige, personnalization, creativity, distraction). However there are also negative pleasures. That is all factors which decrease the effort or the work load such as: -- Health values (harmlessness, safety, maintaining attention). Practical values related to convenience (time saving, ease of storage). The favorizing these positive or negative pleasures will lead to change. The consumer will accept things which give a maximum of pleasure for the least effort. He will also accept something which by its taste, prestige, convenience and safety contributes to a better life.