The household and changing traffic signs of the modern dining table

This paper studies aspects of choice behaviour in modern society. In traditional societies the norms and standards that guided food choice were more fixed and permanent than in our society. Today the ecological rhythm is almost meaningless, social class no longer provides any clear guide‐lines and the commercialization of food is increasingly eroding the traditional meaning of food. This paper describes different kinds of consumer responses in today's ambiguous world and discusses the problematic nature of the conventional rationality concept.