Back to the Golden Age: When Economic Insecurity Promotes Nostalgic Consumption

Chun-Ming Yang, Ming Chuan University, Taiwan
Four studies examined the idea that perceived economic insecurity affects nostalgic consumption. Both temporary and chronic perceived economic insecurity can promote consumers’ preferences toward nostalgic products and enhance consumers’ responses toward nostalgic ads. This occurs because perceived economic insecurity reduces consumers’ meaning in life.
[ to cite ]:
Chun-Ming Yang (2017) ,"Back to the Golden Age: When Economic Insecurity Promotes Nostalgic Consumption", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 972-973.