Does Nostalgia Depend on the Valence of the Past? An Empirical Analysis of the Discontinuity Hypothesis

Mousumi Bose Godbole, Louisiana State University
David M. Hunt, University of Wyoming
Omar Shehryar, Louisiana State University

DOES NOSTALGIA DEPEND ON VALENCE OF PAST EXPERIENCE?:

AN EMPIRICAL ANALYSIS OF THE DISCONTINUITY HYPOTHESIS

 

Mousumi Bose Godbole, Louisiana State University

Omar Shehryar, Montana State University

David M. Hunt, University of Wyoming

 

The discontinuity hypothesis suggests that when faced with a disruption in daily life people seek comfort in nostalgic feelings. Contemporary research on nostalgia has found mixed support for the discontinuity hypothesis. It is suggested in the present research that the valence of the reservoir of past experiences that are invoked in nostalgic thoughts moderates the degree to which nostalgia is used to cushion individuals from discontinuities in their current lives. Results from an experiment provide support for the moderating effect of nature of past experience on the relationship between discontinuity and nostalgia.
[ to cite ]:
Mousumi Bose Godbole, David M. Hunt, and Omar Shehryar (2006) ,"Does Nostalgia Depend on the Valence of the Past? An Empirical Analysis of the Discontinuity Hypothesis", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 630-630.