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 MoreFeatured
Potions and Antidotes for Jekyll: What Summons Moral Identity in Product Choices
Young Joo Cho, Korea University, Korea
Y. Rin Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea
Featured
Promoting Well-being and Combating Harassment in the Academy
Ekant Veer, University of Canterbury, New Zealand
Zeynep Arsel, Concordia University, Canada
June Cotte, Ivey Business School
Jenna Drenten, Loyola University Chicago, USA
Markus Geisler, York University, Canada
Lauren Gurrieri, RMIT University
Julie L. Ozanne, University of Melbourne, Australia
Nicholas Pendarvis, California State University Los Angeles, USA
Andrea Prothero, University College Dublin
Minita Sanghvi, Skidmore College
Rajiv Vaidyanathan, University of Minnesota Duluth, USA
Stacy Wood, North Carolina State University
Featured
Q13. Liquid Consumption From Another Perspective: The Case of “Investomers”
Carina Hoffmann, Heinrich-Heine-University
Lasse Meißner, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University