A taste of nostalgia Links between nostalgia and food consumption

• Published in: Qualitative market research Vol. 17; no. 3; pp. 225 - 238
• Main Authors: Vignolles, Alexandra, Pichon, Paul-Emmanuel
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Group Publishing Limited 01.01.2014; Emerald
• Subjects: Anxiety; Business administration; Consumer behavior; Consumers; Consumption; Emotions; Food; Food and Nutrition; Humanities and Social Sciences; Life Sciences; Marketing; Nostalgia; Sociology; Studies; Typology; Food consumption; Sociology; Nostalgia
• ISSN: 1352-2752; 1758-7646
• DOI: 10.1108/QMR-06-2012-0027

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.