Marketers; unintended consequences of improving the consumer food experience: Discovering the key drivers

This study aims to explore the key drivers of the unintended consequences of marketers’ strategies to improve the consumer food experience. With a focus on the evolution of studies between 2000 and 2019, this study adopts a comparative automated content analysis using Leximancer, a text-mining tool for analyzing and visualizing concepts and themes in texts. For this analysis, we select 52 relevant journal articles. The findings reveal that marketing strategies and policies are the key drivers of unintended consequences of improving the consumer experience, engendering critical issues including obesity, materialistic orientation, overeating, and customers’ unaware decision processes. We conclude by highlighting the importance of interdisciplinary and multidisciplinary studies to advance the research activity in this field.