Nostalgia in post-socialist Russia: Exploring applications to advertising strategy

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• 作者：Susan L. Holak ; Alexei V. Matveev ; William J. Havlena
• 关键词：Nostalgia ; Advertising ; Personality trait ; Russia ; Qualitative research
• 刊名：Journal of Business Research
• 出版年：2007
• 出版时间：June 2007
• 年：2007
• 卷：60
• 期：6
• 页码：649-655
• 全文大小：241 K

文摘

This article investigates nostalgia in post-socialist Russia from a consumer behavior perspective. The research includes the following components: 1) an overview of nostalgia and nostalgia proneness as a personality trait among Russians in the context of recent societal changes, 2) an analysis of four categories of nostalgia (personal, interpersonal, cultural, and virtual) and themes in nostalgia experiences provided by Russian respondents, and 3) a discussion of specific stimuli and advertising content in the Russian marketplace designed to evoke individual and collective nostalgia. The major nostalgia themes—specifically, the break-up of the Soviet Union, nature, and food—identified in the Russian responses are related to advertising and marketing elements for Russian products. The article also discusses the implications of consumer nostalgia for marketing and advertising strategy in the post-socialist Russian economy.