M13. Keep Consistency in Good Old Days: the Effect of Nostalgia on Consumers' Consistency Seeking Behavior
The present research explored how nostalgia affects consumer's consistency seeking behavior. Three studies demonstrated that nostalgic feelings increase consumers' consistency seeking behavior in consumption. The results showed that nostalgia (vs. control) condition participants higher self-continuity preference which increases their consistency seeking behavior in subsequent consumption situation.
Yafeng Fan and Jing Jiang (2018) ,"M13. Keep Consistency in Good Old Days: the Effect of Nostalgia on Consumers' Consistency Seeking Behavior", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 905-905.
Yafeng Fan, Tsinghua University
Jing Jiang, Renmin University of China
NA - Advances in Consumer Research Volume 46 | 2018
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