M7. the Mixed Effects of Nostalgia on Consumer Switching Behavior
This research shows that contrary to conventional wisdom, nostalgia can increase consumer switching behavior. However, this effect only occurs when consumers focus on the consumption outcome and it is reversed when consumers are led to focus on the process of consumption. These findings provide a nuanced understanding of nostalgia marketing.
Citation:
Zhongqiang (Tak) Huang, Xun (Irene) Huang, and Yuwei Jiang (2018) ,"M7. the Mixed Effects of Nostalgia on Consumer Switching Behavior", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 910-910.
Authors
Zhongqiang (Tak) Huang, University of Hong Kong
Xun (Irene) Huang, Nanyang Technological University, Singapore
Yuwei Jiang, Hong Kong Polytechic University
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
E12. Green versus Premium Choice and Feelings of Pride
Cecilia Souto Maior, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Rafael Demczuk, Federal University of Paraná
Featured
When products become autonomous: Drawbacks of a perceived lack of control and how to resolve it
Moritz Joerling, RWTH Aachen University
Robert Böhm, RWTH Aachen University
Stefanie Paluch, RWTH Aachen University
Featured
The Neutral Face of Blue: How Color Can Make Consumers Stay Sensitive
Sung Hee Wendy Paik, University of Oregon, USA
Jiao Zhang, University of Oregon, USA
Aparna Sundar, University of Oregon, USA