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The idea of making food a pleasurable experience that can contribute to one’s food well-being is a new paradigm that shifts the focus from the importance of food control, limitations and restraint toward a more holistic approach by considering one’s food well-being as whole process – a process generated by a positive psychological, physical, emotional and social relationship with food at both the individual and societal levels (Block et al., 2011). Cornil and Chandon (2016) state that an approach focusing on epicurean pleasure can improve consumer health and promote greater food well-being by reducing the portions people...

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