Nostalgia and giving to charity: a conceptual framework for discussion and research

Abstract

Academic work involving nostalgia has shown it to evoke a basket of emotions. This paper proposes a conceptual model that links nostalgia to charitable giving. We argue that the nostalgia evoked by certain NPOs (not-for-profit organizations) is likely to have a bearing on both emotional and familial utility derived by the donor. This in turn is likely to drive the donor commitment to the NPO. Thus by evoking nostalgia, certain NPOs are likely to emotionally engage their current and potential donors, which could facilitate the creation of long-term intimate relationships between them and their donors. However, the extent to which the NPO can evoke nostalgia is likely to depend upon the nostalgia proneness of the donor, the emotional importance of the past experiences evoked by the NPO, and the characteristics of the NPO such as the extent to which the NPO can alleviate the feelings of alienation, discontinuity, and the need for authenticity experienced by the donor. The paper provides a series of research propositions and proposes a research agenda.

Effect of Nostalgia on Customer Loyalty to Brand Post-Merger / Acquisition

“…33-55, Jan./Mar. 2016 www.anpad.org.br/bar requiring to be rescued or preserved (Davis, 1979;Kanungo, 1979;Merchant & Ford, 2008;Stern, 1992). Marchegiani and Phau (2011), in pioneering research involving 292 respondents, emphasize the value of historical nostalgia for marketing management, examining the effect of this construct at three levels (high, moderate, and low) on cognitions, attitude toward advertising, attitude toward the brand, and purchase intention.…”

“…Previous studies prescribe a set of factors that can influence the intensity of that feeling (Batcho, 2013;Baumgartner, 1992;Merchant & Ford, 2008;Sierra & Mcquitty, 2007). The first factor is age, which can influence the degree of that feeling (Merchant & Ford, 2008).…”

“…The first factor is age, which can influence the degree of that feeling (Merchant & Ford, 2008). As they age, progressing through their life cycle, people tend to become more nostalgic, remembering the days of their youth with intense feelings (Batcho, 2013;Sierra & Mcquitty, 2007).…”

Odyssey's end: Lay conceptions of nostalgia reflect its original homeric meaning.

“…Although the present studies focused on personal nostalgia, other researchers have studied social nostalgia for events or objects collectively experienced by one's generation (Bellelli & Amatulli, 1997;Holbrook & Schindler, 1996), and "vicarious" nostalgia for historical eras not personally experienced (Davis, 1979;Holak & Havlena, 1992;Merchant & Ford, 2008). Future research could examine the extent to which those states overlap with or Nostalgia 36 diverge from prototypical personal nostalgia.…”

“…Future research could examine the extent to which those states overlap with or Nostalgia 36 diverge from prototypical personal nostalgia. This would be informative for researchers who wish to examine the mechanisms by which different types of nostalgia can predict consumer behavior (Holbrook & Schindler, 1996) or charity donations (Merchant & Ford, 2008;Zhou et al, 2011).…”