Heritage Lost: How Connection to the Past Shapes Consumer Valuation in the Present

From our alma mater to our DNA, heritage – a connection to a shared past – is a fundamental part of human experience. This research asks is the past only mine or is it ours? How does collective ownership of the shared past drive consumer valuations in the present?



Citation:

Kate Christensen and Suzanne Shu (2020) ,"Heritage Lost: How Connection to the Past Shapes Consumer Valuation in the Present", 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: 868-873.

Authors

Kate Christensen, University of California Los Angeles, USA
Suzanne Shu, University of California Los Angeles, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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