5-M: Saved By the Past? Activated Disease Threat Promotes Consumer Preferences For Nostalgic Products

Dovilė Barauskaitė, ISM University of Management and Economics, Lithuania
Justina Gineikienė, ISM University of Management and Economics, Lithuania
Bob M. Fennis, University of Groningen, The Netherlands
Consumer research experienced a surge in interest in when and why consumers prefer nostalgic products. The present work complements this literature by examining the role of a yet untested antecedent for nostalgic consumption – salient disease threat. Across two studies we show that activated disease threat promotes heightened consumer nostalgic preferences.
[ to cite ]:
Dovilė Barauskaitė, Justina Gineikienė, and Bob M. Fennis (2017) ,"5-M: Saved By the Past? Activated Disease Threat Promotes Consumer Preferences For Nostalgic Products", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1014-1014.