Time in the Past Is Real and Honest: the Role of Nostalgia in Enhancing Authenticity

Consumers search for authenticity in products and experiences. Six studies show that nostalgia can increase experienced authenticity. Moreover, we identify the mechanism and boundary condition of such an effect, as well as its behavioral consequence. Big data analytics on over 50,000 Kickstarter products corroborates this effect.



Citation:

Shiyu Yang, Jia Chen, and Yu-wei Lin (2020) ,"Time in the Past Is Real and Honest: the Role of Nostalgia in Enhancing Authenticity", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 799-800.

Authors

Shiyu Yang, University of Illinois at Urbana-Champaign, USA
Jia Chen, University of Illinois at Urbana-Champaign, USA
Yu-wei Lin, University of Illinois at Urbana-Champaign, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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