Seducing Customers With Fond Memories: the Effect of Nostalgia on Consumer Switching Behavior

This research shows that nostalgia can trigger a motivation to revive the past, enhance a general action orientation, and subsequently lead to more consumer switching behavior. This effect of nostalgia is less evident when people are satisfied with their current lives or feel closely connected to their past selves.



Citation:

Zhongqiang (Tak) Huang, Xun (Irene) Huang, and Yuwei Jiang (2018) ,"Seducing Customers With Fond Memories: the Effect of Nostalgia on Consumer Switching Behavior", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 283-283.

Authors

Zhongqiang (Tak) Huang, University of Hong Kong, Hong Kong
Xun (Irene) Huang, Nanyang Technological University, Singapore
Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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