A taste of nostalgia: links between nostalgia and food consumption

Alexandra Vignolles and Paul-Emmanuel Pichon ()
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Alexandra Vignolles: INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics
Paul-Emmanuel Pichon: CERTOP - Centre d'Etude et de Recherche Travail Organisation Pouvoir - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: 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.

Keywords: Typology; Nostalgia; Sociology; Food consumption (search for similar items in EconPapers)
Date: 2014
Note: View the original document on HAL open archive server: https://univ-tlse2.hal.science/hal-04097948
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Citations: View citations in EconPapers (2)

Published in Qualitative Market Research: An International Journal, 2014, 17 (3), pp.225 - 238. ⟨10.1108/qmr-06-2012-0027⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04097948

DOI: 10.1108/qmr-06-2012-0027

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