Collective Nostalgia’s Effect on Consumer Behavior
Conference Year
2024
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.
Primary Faculty Mentor Name
Carolyn Bonifield
Status
Undergraduate
Student College
Grossman School of Business
Second Student College
College of Arts and Sciences
Program/Major
Business Administration
Second Program/Major
Political Science
Primary Research Category
Social Science
Collective Nostalgia’s Effect on Consumer Behavior
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.