Nostalgia Weakens the Desire For Money

Jannine Lasaleta, University of Minnesota, USA
Kathleen Vohs, University of Minnesota, USA
Constantine Sedikides, University of Southampton, UK
Nostalgia’s strong presence in marketing might be driven by the fact that nostalgia lessens consumers’ desire for money. Four experiments show that nostalgic, relative to control, participants desired money less by giving more of it to others, representing coin sizes as smaller, and having a higher willingness-to-pay.
[ to cite ]:
Jannine Lasaleta, Kathleen Vohs, and Constantine Sedikides (2011) ,"Nostalgia Weakens the Desire For Money", 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: 269-270.