"Can you hand me the salt, please?" Motivational Conflicts - Heatlh v.s. Taste
Thesis purpose: to develop theory that can explain the contradictions that we see in contemporary society in the choice of cooking salt. Salt consumption can cause severe health problems. Consumers in the middle and upper classes are health aware, but seem to have other motivations for their choice in cooking salt. As appears in the hype that we see around cooking salt and the increased specialisa