The Power of the Past: Consumer Nostalgia As a Coping Resource
We examine novel and previously uncovered triggers and downstream consequences of nostalgia in the consumer domain – disease threats. Four experiments demonstrate that when facing disease threat, consumers experience higher need for nostalgia and show increased preferences for nostalgic products. Moreover, nostalgia is used as a coping mechanism in such situations.
Dovile Barauskaite, Justina Gineikiene, and Bob Fennis (2018) ,"The Power of the Past: Consumer Nostalgia As a Coping Resource", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 467-468.
Dovile Barauskaite, ISM University of Management and Economics
Justina Gineikiene, ISM University of Management and Economics
Bob Fennis, University of Groningen, The Netherlands
NA - Advances in Consumer Research Volume 46 | 2018
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