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Article
Publication date: 3 June 2014

Alexandra Vignolles and Paul-Emmanuel Pichon

– The purpose of this article is to analyze the links between nostalgia and food consumption.

4241

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.

Details

Qualitative Market Research: An International Journal, vol. 17 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 22 November 2011

Ulun Akturan, Nuray Tezcan and Alexandra Vignolles

The purpose of this paper is to validate the CSI scale and segment young adults from a developed and a developing country on the basis of their consumption styles as consumers.

2594

Abstract

Purpose

The purpose of this paper is to validate the CSI scale and segment young adults from a developed and a developing country on the basis of their consumption styles as consumers.

Design/methodology/approach

The research was conducted in France and Turkey. To determine the consumption styles, the CSI scale was used. The data were collected from college students aged 18‐24 by a self‐administered questionnaire. To define the segments, cluster analysis was used. The segments are profiled by young adults' demographic characteristics, attitudes towards shopping influence, and reliance on media.

Findings

In both of the countries, four segments were distinguished and defined as “fashion‐brand conscious consumers”, indifferent consumers”, “recreation seekers” and “quality seekers”.

Research limitations/implications

The study was executed in just one city (Istanbul) in Turkey and one city (Toulouse) in France. The study focused on a single product class, apparel products, since young adults act more as decision makers for that product class.

Practical implications

The expectations and attitudes of the identified segments should be taken into consideration while developing marketing programs by firms.

Originality/value

This study examines a cross‐cultural validation of CSI scale for new country settings and segments young adults. Moreover, this study put forwards a cross‐cultural comparison of young adults' consumption segments.

Content available
Article
Publication date: 3 June 2014

Andrew Lindridge

121

Abstract

Details

Qualitative Market Research: An International Journal, vol. 17 no. 3
Type: Research Article
ISSN: 1352-2752

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