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.



Citation:

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.

Authors

Yafeng Fan, Tsinghua University
Jing Jiang, Renmin University of China



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Charity Donors’ Response to Cause-Related Marketing: The Role of Attachment Styles

Sondes Zouaghi, Thema-Cergy University
Aïda Mimouni Chaabane, Thema-Cergy University

Read More

Featured

Don’t Forget the Accountant: Role-Integration Increases the Fungibility of Mentally Accounted Resources

Iman Paul, Georgia Tech, USA
Jeffrey Parker, Georgia State University, USA
Sara Loughran Dommer, Georgia Tech, USA

Read More

Featured

Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising

Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

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.