Consumption experiences and product meanings: pasta for young Italian consumers

The consumption experience cannot be fully understood without considering the individual’s social and cultural context. The consumer re-appropriates, renews and transforms the values and meanings of the product, removing it from the ideology of the market system. The fullness of the consumption experience depends on the individual’s capacity to prepare the product. The making of most of the products consumers use on a daily basis allows them to live intense and intimate experiences. Day by day, preparing and consuming help consumers integrate common products into their knowledge structure