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



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