A taste of nostalgia

Purpose – The purpose of this article is to analyze the links between nostalgia and food consumption. Design/methodology/approach – Based on an exploratory qualitative analysis of 104 descriptions of nostalgic food consumptions, the use of NVivo helps to substantiate and interpret the textual interv...

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Bibliographic Details
Published inQualitative market research Vol. 17; no. 3; pp. 225 - 238
Main Authors Vignolles, Alexandra, Pichon, Paul-Emmanuel
Format Journal Article
LanguageEnglish
Published Emerald Group Publishing Limited 03.06.2014
Subjects
Marketing
Marketing strategy/methods
Qualitative marketing research
Typology
Food consumption
Sociology
Nostalgia
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Summary:Purpose – The purpose of this article is to analyze the links between nostalgia and food consumption. Design/methodology/approach – Based on an exploratory qualitative analysis of 104 descriptions of nostalgic food consumptions, the use of NVivo helps to substantiate and interpret the textual interview data. Findings – The research suggests six themes of food nostalgia (childhood, yearning, substitute, homesickness, special occasions and rediscovery). Prior research suggests that nostalgia is rather a negative or ambivalent emotion; however, the findings of this study suggest that nostalgic food consumption is rather related to positive emotions. Practical implications – Perspectives are given for the use of nostalgia in an advertising context and as a reinsurance factor. Originality/value – This research integrates marketing and sociological perspectives to better understand links between food consumption and nostalgia.
ISSN:1352-2752
1758-7646
DOI:10.1108/QMR-06-2012-0027