The Culture of Haute Cuisine

The Psychology Behind Taste, Pleasure & Haute Cuisine

Lector: Igor Vitale

This course provides a deep dive into the psychological and cultural foundations of haute cuisine, showing how food is much more than nourishment.

The module examines experimental evidence—such as colour-manipulated wines, the influence of glass weight on perceived value, and the workings of the brain’s reward circuit (p. 29)—to demonstrate how sensory cues and cognitive biases shape food experiences. Learners also discover how narratives, simplicity of explanation, music, ethical choices, and health-oriented cues can strategically shift attention and guide customer behaviour.

A key part of the course is educational marketing, helping producers and chefs communicate the value behind their food. Participants analyse why uninformed consumers may choose lower-quality products and how storytelling, cultural identity, shared origins, and gastronomic creativity can elevate awareness and appreciation.

The course offers practical suggestions for designing impactful haute cuisine experiences—such as expectation-setting narratives, social value storytelling, pairing variations, and healthy introductory dishes—showing how gastronomy becomes a tool for education, identity, and community building.