Existing research has examined why consumers are drawn to things from their past (personal nostalgia). However, little empirical work has examined why consumers prefer products that were never a part ...of their personal history (communal nostalgia). For example, a consumer may purchase vinyl records even though she grew up listening to mp3 files. Here, we find that one reason why consumers may be drawn to communal nostalgia is that it can provide a sense of social stability. Drawing on System Justification Theory (Jost & Banaji, British Journal of Social Psychology, 33, 1994 and 1–27), we demonstrate that perceived threats to the social system increase consumer demand for communal nostalgia and enhance the pleasure consumers get from certain retro products. We further show that a retro product’s ability to provide a sense of stability to consumers mediates the effect of system justification on communal nostalgia. Together, these findings suggest that communal nostalgia may be driven by its own unique motivational antecedents that are distinct from personal nostalgia, as individuals seek to connect to aspects of society that are perceived as stable and unchanging.
Based on cognitive-affective-behaviour theory, authors examined how European football club fans' nostalgia and motivation affect the intention to visit an overseas stadium. Results from 301 European ...football club fans, yet to visit their favourite football team stadium, showed that nostalgia positively affected motivation and motivation significantly influenced intention to visit the stadium. Testing the mediation effect between nostalgia and intention to visit an overseas stadium, only the indirect effect was significant and not the direct effect. This study extends the knowledge of first-time visitors' decision-making process and provides insights for sport marketers to develop effective marketing strategies in sport tourism.
This mixed-methods study conceptualized and developed a scale to measure vicarious nostalgia in heritage tourism. Based on a comprehensive literature review, vicarious nostalgia was conceptualized ...with three dimensions: past-oriented cognition, evoked positive, and negative emotion. Rigorous scale development procedures were followed using six studies that involved multisample totaling 1,020 subjects. Besides content, discriminant and convergent validity, this study also assessed the scale’s nomological and external validity by testing a nomological model in different cultural contexts. It was revealed that vicarious nostalgia is driven by authenticity seeking; past-oriented cognition results in both evoked positive and negative emotion, which strongly predict tourists’ visit intentions. This study is believed to be the first to develop a scale for measuring vicarious nostalgia in tourism.
Powerlessness is a prevalent experience in everyday life. Although research has indicated that consumption can restore a sense of power, it remains unclear how people cope with powerlessness when ...regaining power is impossible. We propose that in such circumstances nostalgia consumption can act as a coping strategy, and examine if so, then how and when powerlessness increases consumer preference for nostalgic products. Across eight studies (including three
supplementary studies
), we found that consumers preferred nostalgic products when they felt powerless more than when they felt powerful. Uncertainty about the future acted as the underlying mechanism, one that consumers could alleviate by consuming nostalgic products. When high-status and nostalgic products were both available and regaining power was therefore possible, consumers with higher self-acceptance still preferred nostalgic products, whereas ones with lower self-acceptance preferred high-status products.
Augmented Reality (AR) is an innovative concept that enriches consumers’ perception of the real world with virtual content. Prior research has shown that AR has the potential to inspire consumers and ...improve marketing outcomes, yet very little is known about the mechanisms through which AR inspires users. This research decomposes the AR-inspiration relationship and shows how psychological inspiration (i.e. inspired-by) translates to behavioral inspiration (i.e. inspired-to). The Lego Playground AR app is used to empirically test the hypotheses that the “wow-effect” (awe) and nostalgia serve as important mediators to the AR initiated inspiration process. While nostalgia is found to fully mediate the link between psychological and behavioral inspiration, the “wow-effect” does not significantly mediate this relationship. This research is the first to show inspiration unfold as a granular process. The meaningful associations generated through nostalgia translate psychological inspiration into consumer action, and this understanding may allow legacy brands to leverage latent nostalgia in new AR applications to influence consumer behavior.
Abstract
Nostalgia is a prevalent emotion that confers psychological benefits and influences consumer behavior. We developed and validated the 98‐word Nostalgia Dictionary to automatize the ...assessment of nostalgicity in narratives (e.g., customer reviews, social media). First, we created an initial wordlist by identifying the most frequently used words in nostalgia narratives and by relying on the nostalgia literature. Second, we finalized the dictionary by testing experimentally the expanded wordlist for its capacity to differentiate nostalgia from related emotions. Third, we validated the dictionary by demonstrating that it corresponds to self‐reports and coder‐ratings of nostalgia, produces result patterns expected by theory, and predicts favorability ratings of books and consumer experiences, even after adjusting for positive emotion words. We discuss the potential of the Nostalgia Dictionary to advance research and practice.
Voyages en nostalgie explore un corpus de productions culturelles et artistiques choisies en fonction de leur pouvoir évocateur et de leur capacité à faire ressurgir des moments privilégiés grâce à ...des lectures, des musiques, des publicités, des fictions télévisuelles, des films et des jeux vidéo. Si notre existence est faite de rencontres avec des personnes en chair et en os, elle est également modelée par d'innombrables rencontres virtuelles, médiatisées par les propositions artistiques que leurs auteurs soumettent à notre attention. À travers celles-ci, nous construisons notre identité. Nous apprenons à vivre et à nous connaître en découvrant plusieurs visions du monde. Certaines créations éveillent spontanément des émotions liées à nos expériences personnelles. D'autres se déposent dans notre inconscient, prêtes à surgir de façon inattendue ou à la suite d'un travail volontaire d'excavation des souvenirs et d'exercice de la mémoire. Elles constituent des écrans sur lesquels nous nous projetons et des tremplins favorisant l'exercice de notre propre expression. Voici un texte hybride dans lequel le ton alterne entre le registre de l'érudition et celui plus intimiste des réminiscences qu'elles suscitent chez le sujet qui les reçoit. À chacun ses nostalgies... Publié en français.
Nostalgia is shown to relieve an individual's perception of pain evoked by cold water, pressure, and thermal stimuli. However, there is no direct evidence to show the analgesic effects of different ...nostalgia‐inducing methods on various stimulus intensities. We conducted two studies to examine the analgesic effect, at different pain intensities, after inducing nostalgia either idiographically or nomothetically. Study 1 (N = 118) induced nostalgia through an idiographic approach (i.e., event reflection task) and found that nostalgia relieved both high and low thermal pain. Study 2 (N = 66) induced nostalgia through a nomothetic approach (i.e., viewing nostalgic pictures) and found that nostalgia relieved low but not high thermal pain. The findings verify the analgesic effect of nostalgia on thermal pain and suggest the potential moderating role of the nostalgia induction approach and pain intensity. Practically, these findings have implications for using nostalgia as a nonpharmacological treatment for pain.
Nostalgia is shown to relieve an individual's perception of pain. However, there is no direct evidence to show the analgesic effects of different nostalgia‐inducing methods on various stimulus intensities. An idiographic nostalgia induction approach relieved both high and low thermal pain. A nomothetic nostalgia approached relieved low but not high thermal pain. The findings verify the analgesic effect of nostalgia on thermal pain.
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