Abandoning distinctiveness: The influence of nostalgia on consumer choice

Fan, Yafeng; Jiang, Jing; Hu, Zuohao

doi:10.1002/mar.21370

Cited by 21 publications

(19 citation statements)

References 46 publications

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“…Nostalgia proneness was mainly related to the living environment, personality, life accident, insecurity, past experience, and loneliness ( Ford and Merchant, 2010 ; Wang et al, 2011 ; Juhl et al, 2020 ). Regarding consumer nostalgia in marketing, it was mainly reflected in the decision-making of consumers, brand building, product design, and advertising development ( He, 2010 ; Ju et al, 2016 ; Fan et al, 2020 ). The studies by Wang (2010) and Kittikorn and Phanom Klee (2019) showed that stylish nostalgia, technology nostalgia, and nostalgic stories had a regulation effect on consumers’ nostalgia proneness and purchasing desire.…”

Section: Theoretical Foundationsmentioning

confidence: 99%

The Impact of Nostalgia Proneness on Online Donation Willingness: The Mediating Effect of Consumer-Brand Relationship

Zhang

Tao

2022

Front. Psychol.

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The rapid outbreak of COVID-19 wreaked havoc and brought a pause to the normal lives, and the labor market and human livelihoods were strongly negatively affected because of it. The emergence of groups that were unable to withstand various pressures has increased the appeal of donation behavior to a certain extent. Therefore, under the impetus of COVID-19 and digital background, online donation represented by Waterdrop financing has become popular. In the common difficult period, how to improve an individual’s willingness to donate online has become an urgent problem to be solved. To address this issue, on the basis of previous literature, we proposed a research hypothesis and a theoretical model of “nostalgia-relationship variables-donation”. After that, we determined the measurement scale, conducted a large sample survey, and finally conducted hypothesis testing through confirmatory factor analysis and structural equation modeling analysis. Through the above analyses, the study reached the following conclusions: the main influence factors of personal nostalgic proneness are insecurity, past experience, loneliness, and recovery from grief, among others. There is a positive causal link between nostalgia proneness and familial utility intensity and emotional utility intensity. The greater the degree of the nostalgia intensity of the donor, the more the trust placed in charitable organizations. The donors’ relationship commitment to charitable organizations significantly influences their online donation willingness. The main source of relationship commitment consists of emotional intensity, followed by trust, and finally, familial intensity.

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Section: Theoretical Foundationsmentioning

confidence: 99%

The Impact of Nostalgia Proneness on Online Donation Willingness: The Mediating Effect of Consumer-Brand Relationship

Zhang

Tao

2022

Front. Psychol.

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“…It represents a fundamental need of humans to belong and to be connected to others, forming the basis for social interactions. People with a high level of SC possess a high degree of interpersonal trust and show a high tendency to follow the crowd (Fan et al , 2020). Several latest studies suggest that some emotions could enhance people's feeling of SC (e.g.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

“…Several latest studies suggest that some emotions could enhance people's feeling of SC (e.g. Fan et al , 2020; Ng et al , 2017; Su et al , 2018). Awe is also confirmed to pertain to heightened feelings of SC (Piff et al , 2015; Nikolinakou and King, 2018; Shiota et al , 2007).…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

“…Recent research has shown that emotions such as nostalgia and gratitude can enhance people's social closeness with others and, in turn, promote an individual's tendency to follow the crowd (e.g. Fan et al , 2020; Ng et al , 2017; Su et al , 2018). In this paper, we propose another potential emotional determinant of conformity, namely, the feeling of awe.…”

Section: Introductionmentioning

confidence: 99%

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Awe, consumer conformity and social connectedness

Yang

Nguyen

2021

MIP

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PurposeThe purpose of this paper is to explore the effect of the feeling awe on individuals' endorsement of conformist attitudes in consumption choices and the mediating role of social connectedness in generating this effect.Design/methodology/approachWe test our hypotheses across three studies. Study 1 used an online survey. Study 2 and 3 conducted two laboratory experiments to induce awe and measured consumer conformity in two consumption choice tasks.FindingsThis research shows that both dispositional awe and induced awe can increase individuals' preferences for majority-endorsed vs. minority-endorsed choice alternatives in subsequently unrelated consumption situations, and this effect is mediated by perceptions of social connectedness with other decision-makers.Practical implicationsMarketers can promote the sales of mass-market products through inducing awe.Social implicationsPublic regulators could utilize people's incidental awe as an effective policy intervention to nudge individual cooperation in some cases.Originality/valueThe research is the first to demonstrate a novel consequence of awe on consumer decision-making. It also highlights the significance of desire for social connectedness that explains why the feeling of awe develops conformity to the opinions of unknown people.

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“…The recent attention to nostalgia‐infused marketing practices sparks the need to explore the influence of the nostalgic status of a brand on consumer‐brand relationships (Fan et al, 2020; Ford et al, 2018; Gilal et al, 2020). Additionally, largely unexplored is how brand personality, which builds and consolidates relationships with consumers, differs across nostalgic vs. non‐nostalgic brands.…”

Section: Introductionmentioning

confidence: 99%

The power of brand nostalgia: Contrasting brand personality dimensions and consumer‐brand relationships of nostalgic and non‐nostalgic brands

Youn

Dodoo

2021

J of Consumer Behaviour

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Integrating the theories of nostalgia, brand personality, and consumer‐brand relationships, this research examined the power of nostalgia in explaining brand personality dimensions and five relational constructs. Online survey data across two separate studies (n = 374 for both studies) with two different sets of nostalgic and non‐nostalgic brands was collected via Amazon MTurk with U.S. based participants to unravel relationships between constructs. The data analysis revealed that nostalgic brands received stronger ratings on the brand personality dimensions of sincerity, excitement, and competence in both studies. In other words, the nostalgic status of brands served as a differentiator to account for the strength of brand personality dimensions. Nostalgic brands also showed stronger brand attachment, self‐brand connections, separation distress, relationship quality, and brand engagement behaviors on social media rather than non‐nostalgic brands. These findings provide the utility of nostalgia as a marketing communication tactic that can enhance important brand‐related outcomes. Furthermore, the sincerity and excitement brand personality dimensions appeared to be important mediators to explain the link between the nostalgic status of brands and relational outcomes in both studies. Theoretically, this research advances our knowledge of the theoretical mechanism behind how the nostalgic status of brands elucidates consumer‐brand relationships by exploring the mediating role of perceived brand personality. Practically, the findings provide strategic insights into the power of channeling nostalgia in retro‐marketing campaigns by maintaining or emphasizing brand personality (e.g., sincerity, excitement, or competence), which leads to desired relational marketing outcomes.

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Abandoning distinctiveness: The influence of nostalgia on consumer choice

Cited by 21 publications

References 46 publications

The Impact of Nostalgia Proneness on Online Donation Willingness: The Mediating Effect of Consumer-Brand Relationship

The Impact of Nostalgia Proneness on Online Donation Willingness: The Mediating Effect of Consumer-Brand Relationship

Awe, consumer conformity and social connectedness

The power of brand nostalgia: Contrasting brand personality dimensions and consumer‐brand relationships of nostalgic and non‐nostalgic brands

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