This "bittersweet" quality of the emotion is a distinguishing characteristic of nostalgia. Nostalgia as an emotion contains both pleasant and unpleasant components. Despite the popularity of nostalgic products and messages, little research has studied nostalgia within the context of consumer behavior. One notable trend as we leave the 1980's and enter the decade of the 90's is the increasing visibility of nostalgia-"a painful yearning to return home"-in marketing, advertising, and entertainment media. Based on these observations, the paper offers some suggestions for future research. Two types of nostalgic products and advertisements are noted: (1) products or messages drawn directly from the past and (2) new products and messages that create a "period" feeling. Products and advertisements aimed at two broad market segments-"baby boomers" and senior citizens-are examined. The literature on nostalgia from psychology and sociology is used to introduce a brief survey and description of the use of nostalgia in marketing and its impact on consumer behavior. Recently it has received increased attention from marketers and advertisers. Nostalgia-a longing to return home-was first described by Johannes Hofer in 1688. "THE GOOD OLD DAYS": OBSERVATIONS ON NOSTALGIA AND ITS ROLE IN CONSUMER BEHAVIOR Solomon, Provo, UT : Association for Consumer Research, Pages: 323-329.Īdvances in Consumer Research VolPages 323-329 Holak (1991) ,"&Quot The Good Old Days&Quot : Observations on Nostalgia and Its Role in Consumer Behavior", in NA - Advances in Consumer Research Volume 18, eds. ABSTRACT - Nostalgia-a longing to return home-was first described by Johannes Hofer in 1688.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |