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



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