The Bittersweet Taste of Home: a Baudrillardian Interpretation of Nostalgic Food Consumption in Acculturation

Angela Gracia B. Cruz, The University of Auckland, New Zealand
Margo Buchanan-Oliver, The University of Auckland, New Zealand
While eating food associated with home is seen as a positive coping mechanism for acculturating consumers, this paper underlines its dislocating effects. A Baudrillardian interpretation of immigrant consumer narratives shows how divergent interpretations of ‘home’ food produce both comfort and disappointment. Ultimately, consuming nostalgic food can be an ambivalent experience.
[ to cite ]:
Angela Gracia B. Cruz and Margo Buchanan-Oliver (2014) ,"The Bittersweet Taste of Home: a Baudrillardian Interpretation of Nostalgic Food Consumption in Acculturation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 447-448.