Impulsive, but still positive: when a visceral food experience can contribute to psychological consumers’ well-being.

Previous literature has described visceral food experience as unitary and characterized by a negative valence in terms of consumers’ well-being. Through a qualitative approach the present work challenges this idea founding that visceral experiences can be also positive and able to improve consumers’ psychological well-being. These results contribute to both consumer behaviour and food literature and offer at the same time useful insights to food practitioners.