The Effect of Nostalgic Consumption on the Activation of the Interdependent Self and Prosocial Behavior

Jia (Elke) Liu, University of Groningen, The Netherlands
Dirk Smeesters, Erasmus University Rotterdam, The Netherlands
This paper tests the idea that nostalgic consumption experiences can activate the interdependent self and promote prosocial behavior towards unknown others. Three experiments demonstrate empirical evidence to support this notion: nostalgic cookies and video clips (vs. non-nostalgic ones) render participants more interdependent, decrease interpersonal distance, and increase participants’ helping behavior.
[ to cite ]:
Jia (Elke) Liu and Dirk Smeesters (2011) ,"The Effect of Nostalgic Consumption on the Activation of the Interdependent Self and Prosocial Behavior", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 449-450.