A taste of nostalgia: links between nostalgia and food consumption

Alexandra Vignolles (1) , Paul-Emmanuel Pichon (2)

1 INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics
2 CERTOP - Centre d'Etude et de Recherche Travail Organisation Pouvoir

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

Domains: Business administration; Food and Nutrition; Sociology

Alexandra Vignolles, Paul-Emmanuel Pichon. A taste of nostalgia: links between nostalgia and food consumption. Qualitative Market Research: An International Journal, 2014, 17 (3), pp.225 - 238. ⟨10.1108/qmr-06-2012-0027⟩. ⟨hal-04097948⟩