Ten subjects produced ladders about homemade meal consumption on the weekend. The main attributes mentioned here were an increased complexity and sophistication of the dishes cooked. Additionally, weekend meals appeared to be more often shared with family and guests than their weekday counterparts, which also led subjects to put more time and effort into preparing them. Consequently, cooking weekend dinners was seen as a source of enjoyment and gratification, which positively differentiated them from everyday meals. This outcome concurs with a previously reported consumer tendency to value the time and effort put into cooking according to the meals occasion and setting (Jaeger & Meiselman, 2004; Verlegh &
Candel, 1999).