The Mixed Impacts of Nostalgia on Consumer Switching Behavior

While the common practice of nostalgic marketing assumes that nostalgia can help customer retention, we found that nostalgia can lead to more consumer switching behavior. However, this effect only occurs when consumers focus on the consumption outcome and reverses when consumers are led to focus on the consumption process.



Citation:

Zhongqiang (Tak) Huang, Xun (Irene) Huang, and Yuwei Jiang (2019) ,"The Mixed Impacts of Nostalgia on Consumer Switching Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 633-634.

Authors

Zhongqiang (Tak) Huang, University of Hong Kong, China
Xun (Irene) Huang, Nanyang Technological University, Singapore
Yuwei Jiang, Hong Kong Polytechic University, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

N4. Induction of Construal-Level Mindset via Surprise and the Follow-up Effect on Consumer Evaluations and Judgments

Atul A Kulkarni, University of Missouri, USA
Joëlle Vanhamme, EDHEC Business School, France

Read More

Featured

Format Neglect?: How Different Rank Claim Formats Influence Preference

Julio Sevilla, University of Georgia, USA
Mathew S. Isaac, Seattle University
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

Time-insensitive Budget Tracking: Nudging Consumers to Spread out Spending over Time

Liang Huang, University of Arizona, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA

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.