TITLE

"The Good Old Days": Observations On Nostalgia and Its Role In Consumer Behavior

AUTHOR(S)
Havlena, William J.; Holak, Susan L.
PUB. DATE
January 1991
SOURCE
Advances in Consumer Research;1991, Vol. 18 Issue 1, p323
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Article
ABSTRACT
Nostalgia—a longing lo return home—was first described by Johannes Hofer in 1688. Recently it has received increased attention from marketers and advertisers. 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. Products and advertisements aimed at two broad market segments—"baby boomers" and senior citizens—are examined. 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. Based on these observations, the paper offers some suggestions for future research.
ACCESSION #
6522206

 

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