On to the "wow" factor in nostalgia evoking products

: is the old newer?

Abstract

The desire or just pure longing for the past is often pointed out as the reason why consumers engage in nostalgic-related consumption. In this study, it is proposed that, rather than nostalgia alone, self-brand connections developed in one's youth, an identity construction period, play a pivotal role and act as the mechanism for the transfer of affect to occur. Social Identity Theory is employed to argue that these connections are later perceived as deeply related to the social component of the self, and thus, consumers adopt an intergroup type behavior, identifying certain brands and products as representative of their generational identity. A randomized 3 (nostalgic product: original, retro revived; vs. control) x 2 (self-brand connection: high vs. low) between-subjects design was assembled. Two products from a beverage brand of the 90s served as stimuli for nostalgia. Data was collected from consumers aged between 40 and 55 who recognized the brand. Results show that when the level of self-brand connection is high (vs. low), nostalgic products are perceived to be equally or more innovative than a neutral one. There is also evidence that self-brand connection moderates the overall influence of products evoking nostalgia on purchase likelihood. Scenarios of moderated mediation are discussed, as they demonstrate a tendency for perceived innovativeness, contingent on the level of self-brand connection, to be reflected in the purchase likelihood.

Date of Award	9 May 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)