8B Abandon Distinctiveness in Good Old Days: the Effect of Nostalgia on Uniqueness Seeking

Three experiments demonstrated that nostalgia can weaken consumers’ uniqueness seeking tendency which is driven by the enhanced social connectedness. The effect disappears when the social ties with other decision-makers are strong rather than weak. The research showed that nostalgia marketing may be inappropriate for products or services positioning uniqueness.


Yafeng Fan, Jing Jiang, and Zuohao Hu (2019) ,"8B Abandon Distinctiveness in Good Old Days: the Effect of Nostalgia on Uniqueness Seeking", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 968-968.


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


NA - Advances in Consumer Research Volume 47 | 2019

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