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 More

Featured

O13. Pain of Loss: How Losing in a Promotional Competition Influences Consumer Attitude

Arash Talebi, ESSEC Business School
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School

Read More

Featured

Cheating Your Self: Diagnostic Self-Deceptive Cheating for Intrinsic Rewards

Sara Loughran Dommer, Georgia Tech, USA
Nicole Marie Coleman, University of Pittsburgh, USA

Read More

Featured

Promoting Pi Day: Consumer Inferences about Special Day-Themed Promotions

Daniel M. Zane, University of Miami, USA
Kelly Haws, Vanderbilt University, USA
Rebecca Walker Reczek, Ohio State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.