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.
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.
Zhongqiang (Tak) Huang, University of Hong Kong
Xun (Irene) Huang, Nanyang Technological University, Singapore
Yuwei Jiang, Hong Kong Polytechic University
NA - Advances in Consumer Research Volume 46 | 2018
Family Consumption Experiences Across Generations
Tandy Chalmers Thomas, Queens University, Canada
Linda L Price, University of Oregon, USA
Using a Meta-Analysis to Unravel Relative Importance of Postulated Explanations for the Endowment Effect
Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
David J. Curry, University of Cincinnati, USA
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Joyce De Temmerman, Ghent University, Belgium
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