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1 – 2 of 2Alexandra Vignolles and Paul-Emmanuel Pichon
– The purpose of this article is to analyze the links between nostalgia and food consumption.
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