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A taste of nostalgia

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 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1352-2752
DOI
10.1108/QMR-06-2012-0027
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Jun 3, 2014

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