The Effect of Power on Consumers’ Preferences For Nostalgic Products

This research proposes the effect of power on consumers’ preferences for nostalgic products. Results from two studies show that consumers with lower power are more likely to purchase nostalgic products. In addition, the motivation to search for meaning in life works as the underlying mechanism that accounts for this effect.



Citation:

Huan Chen, Sheng Bi, Jun Pang, and Lingyun Qiu (2016) ,"The Effect of Power on Consumers’ Preferences For Nostalgic Products", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 724-724.

Authors

Huan Chen, Renmin university of China, China
Sheng Bi, Renmin university of China, China
Jun Pang, Renmin university of China, China
Lingyun Qiu, Peking University, China



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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