Original paper
Seeking Stability: Consumer Motivations for Communal Nostalgia
Abstract
Existing research has examined why consumers are drawn to things from their past (personal nostalgia). However, little empirical work has examined why consumers prefer products that were never a part of their personal history (communal nostalgia). For example, a consumer may purchase vinyl records even though she grew up listening to mp3 files. Here, we find that one reason why consumers may be drawn to communal nostalgia is that it can provide...
Paper Details
Title
Seeking Stability: Consumer Motivations for Communal Nostalgia
Published Date
Jul 28, 2021
Volume
32
Issue
1
Pages
77 - 86
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Notes
History