A taste of nostalgia Links between nostalgia and food consumption
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 |
Bradford
Emerald Group Publishing Limited
01.01.2014
Emerald |
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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Bibliography: | ObjectType-Article-1 SourceType-Scholarly Journals-1 ObjectType-Feature-2 content type line 23 |
ISSN: | 1352-2752 1758-7646 |
DOI: | 10.1108/QMR-06-2012-0027 |