Countervailing Influences of Consumer Animosity and Nostalgia on Purchasing Decisions

Justina Gineikienė, Vilnius University, Lithuania
Adamantios Diamantopoulos, Harvard University, USA and University of Vienna, Austria
Sigitas Urbonavičius, Vilnius University, Lithuania
We offer empirical evidence that nostalgia may act as countervailing force to animosity in settings when formerly occupied countries become independent. For ownership of nostalgic products, nostalgia is a better predictor than animosity; the opposite holds for non-nostalgic products. Ethnocentrism plays no role when nostalgia and animosity are also predictors.
[ to cite ]:
Justina Gineikienė, Adamantios Diamantopoulos, and Sigitas Urbonavičius (2013) ,"Countervailing Influences of Consumer Animosity and Nostalgia on Purchasing Decisions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.