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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Published in | Qualitative market research Vol. 17; no. 3; pp. 225 - 238 |
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Main Authors | , |
Format | Journal Article |
Language | English |
Published |
Emerald Group Publishing Limited
03.06.2014
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Subjects | |
Online Access | Get full text |
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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. |
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ISSN: | 1352-2752 1758-7646 |
DOI: | 10.1108/QMR-06-2012-0027 |