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Collective Nostalgia’s Effect on Consumer Behavior

Williams, Jasper
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Abstract
Nostalgia is pervasive in today’s advertising landscape and for good reason. Research has shown that people exposed to advertising with nostalgic themes have higher purchase intention and greater willingness to spend. Most research on nostalgia’s effect on consumer behavior treats nostalgia as a singular construct. This experiment expands the focus to include collective nostalgia, which are memories made with other close people rather than being exclusive to oneself. It explores collective nostalgia’s impact on consumer behavior and the effects it has on participants desire for money.
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Date
2024-01-01
Student Status
Undergraduate
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Type of presentation
Oral Paper Presentation
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UVM Student Research Conference
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URI
https://hdl.handle.net/20.500.14849/8681
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Advisor(s)
Carolyn Bonifield
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Program/Major
Political Science
Business Administration
College/School
College of Arts and Sciences
Grossman School of Business
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Social Science
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