"Our" Past Gives "Me" a Better Future: the Influence of Collective Nostalgic Consumption on Future Perceptions

Canice M.C. Kwan, Chinese University of Hong Kong, Hong Kong, China
Shirley Y. Y. Cheng, Hong Kong Baptist University, Hong Kong, China
Alex S. L. Tsang, Hong Kong Baptist University, Hong Kong, China
This paper has identified one important difference between personal and collective nostalgic consumption, suggesting that consumers perceive their future as better after engaging in collective nostalgic consumption. Our findings provided support for our proposed effect not resulting from common cognitive effects (e.g., spillover effect, contrast effect) per se.
[ to cite ]:
Canice M.C. Kwan, Shirley Y. Y. Cheng, and Alex S. L. Tsang (2013) ,""Our" Past Gives "Me" a Better Future: the Influence of Collective Nostalgic Consumption on Future Perceptions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.