THE PLACE OF NOSTALGIC FOODS IN THE TASTE MEMORY WITHIN THE SCOPE OF PRODUCT LIFE CYCLE THEORY

Year 2023, , 392 - 406, 31.10.2023

Alperen Kök

https://doi.org/10.32958/gastoria.1255417

Abstract

Nostalgia, which was defined by Swedish Doctor Hofer in 1678, is defined as a craving disease in its origin, as well as nostalgic foods and beverages, which have been derived from the words Nostos and algia in their etymological origin and have survived to the present day as an oxymoron, evoke emotional memories when perceived with the five senses. The flavor interpreted in the orbitofrontal cortex is transferred to the flavor memory. The aim of this study is to reveal the connotations of nostalgic foods in the memory of taste in the Y Generation and to evaluate them within the scope of product life cycle theory. Scope of work; semi-structured interview technique was used and it was conducted online with 280 Y-Generation individuals. According to the research findings; When individuals saw nostalgic foods, they gave positive, negative or neutral answers. In line with the findings, recommendations for practice are included in the study.

Keywords

Nostalgic Foods, Flavor Memory, Generations

ÜRÜN YAŞAM DÖNGÜSÜ TEORİSİ: NOSTALJİK YİYECEKLERİN LEZZET HAFIZASINDAKİ YERİ

Abstract

İsveç Doktor Hofer ’ın 1678 yılında tanımladığı nostalji, kökeninde özlem hastalığı olarak tanımlanmasının yanı sıra etimolojik kökeninde Nostos ve algia kelimelerinden türetilip oksimoron bir kelime olarak günümüze kadar gelmiş olan nostaljik yiyecekler ve içecekler beş duyu ile kavrandığında duygusal anılar uyandırmaktadır. Orbitofrontal kortekste yorumlanan lezzet ise lezzet hafızasına atılmaktadır. Bu çalışmanın amacı, nostaljik yiyeceklerin Y Kuşağı özelinde lezzet hafızasındaki çağrışımları ortaya koymak ve ürün yaşam döngüsü teorisi kapsamında değerlendirilmesidir. Çalışma kapsamında; yarı yapılandırılmış görüşme tekniği kullanılmış ve 280 Y Kuşağı mensubu birey ile online ortamda gerçekleştirilmiştir. Araştırma bulgularına göre; bireyler nostaljik yiyecekleri gördüğünde olumlu, olumsuz ya da nötr cevaplar vermiştir. Bulgular doğrultusunda çalışmada uygulamaya yönelik önerilere yer verilmiştir.

Keywords

Nostaljik Yiyecekler, Lezzet Hafızası, Kuşaklar

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