Consumer insecurity and preference for nostalgic products: Evidence from China

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• 作者：Ling Zhou ; Tao Wang ; Qin Zhang ; Yupeng Mou
• 关键词：Nostalgic products ; Nostalgia proneness ; Insecurity ; Nostalgic marketing strategy
• 刊名：Journal of Business Research
• 出版年：2013
• 出版时间：December, 2013
• 年：2013
• 卷：66
• 期：12
• 页码：2406-2411
• 全文大小：245 K

文摘

This research examines the effects of consumers' insecurity on their preferences for nostalgic products. Using survey data from a sample of 356 Chinese consumers, the analysis shows that existential insecurity and social insecurity enhance consumers' preference for nostalgic products. In addition, the results suggest that marketers can use nostalgic elements to promote sales by relieving consumers' insecurity, through designing nostalgic appearance and creating meaningful stories for products.