“Seducing Customers with Fond Memories: The Effect of Nostalgia on Consumer Switching Behavior” by Dr. Zhongqiang HUANG
Dr. Zhongqiang HUANG
Postdoctoral Researcher in Marketing
The Hong Kong Polytechnic University
While nostalgia certainly evokes consumers’ longing for products or brands related to their past, little is known about how nostalgic feelings influence consumer choices that are irrelevant to their nostalgic past. Six studies reported in the current research show that nostalgia triggers a motivation to revive the past, enhances a general disposition of taking action, and subsequently can lead to more consumer switching behavior. Moreover, the effect of nostalgia on consumer switching behavior is less evident (a) when nostalgic people are satisfied with their current lives and (b) when nostalgic people feel closely connected to their past selves. The results and conclusions offer new insights and tools for marketers regarding when and how the feeling of nostalgia could shape consumers’ behavior.