Exploring the elements of consumer nostalgia in retailing: Evidence from a content analysis of retailer collages

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• 作者：Hyunju Shin^a ; ^{hshin@georgiasouthern.edu} ; Janna Parker^b ; ^{parke4jm@jmu.edu}
• 关键词：Consumer nostalgia ; Retail experience ; Consumer-retailer relationship ; Collage ; Projective technique
• 刊名：Journal of Retailing and Consumer Services
• 出版年：2017
• 出版时间：March 2017
• 年：2017
• 卷：35
• 期：Complete
• 页码：1-11
• 全文大小：1318 K
• 卷排序：35

文摘

This article focuses on consumer nostalgia in the retailing environment to identify the types of nostalgic memories evoked by remembering a retailer and the elements associated with such nostalgic memories. A projective technique involving collage construction enabled informants to reflect their feelings about, memories of, experiences with, or relationships with a retailer that they have selected. The findings uncovered three distinct types of retailer-related consumer nostalgic memories and six elements that comprise retailer-related consumer nostalgic memories. The findings of the study offer a comprehensive understanding of retailer consumer nostalgia. Theoretical and managerial implications are discussed.