I hate where it comes from but I still buy it: Countervailing influences of animosity and nostalgia
Volume: 48, Issue: 8, Pages: 992 - 1008
Published: Sep 14, 2017
Abstract
Drawing from negativity bias, fading affect bias, and ambivalence literature, we provide evidence that consumer nostalgia acts as a countervailing force to consumer animosity in historically connected markets (HCMs), that is, trading countries that previously were part of the same country but are now independent. For both Soviet-era and (new) Russian brands, our findings show that nostalgia can compensate for the negative effects of animosity on...
Paper Details
Title
I hate where it comes from but I still buy it: Countervailing influences of animosity and nostalgia
Published Date
Sep 14, 2017
Volume
48
Issue
8
Pages
992 - 1008
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