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Abstract
During the last two decades consumer nostalgia literature has experienced the growing amount of research, nonetheless, the nomological network in the area is still poorly established and fundamental questions of generalizability and measurement of nostalgia effects remain unanswered. This paper represents an attempt to comprehensively assess extant research in consumer nostalgia field, distinguish developments in the literature by summarizing the main findings of previous research and establishing theoretical trends. The analysis reveals that a number of demographic, social and psychological nostalgia antecedents, moderators and outcomes remain at the propositions level or lack the accumulated empirical quantitative support and validation from other studies. Therefore, specific recommendations regarding the development of nostalgia nomological network are provided to aid the continued theoretical and methodological improvements in the area. Since 1991 research in nostalgia has assumed that the correct measurement approach is a reflective one. This paper offers an alternative perspective for viewing and operationalizing nostalgia construct as a formative construct. Guidelines are summarized that aim to assist researchers with decision rules on whether to employ formative or reflective nostalgia measurement for future research. One of the main contributions of this study is to show the need for researchers to explicitly justify their choice of reflective or formative measurement models by supporting it with theoretical arguments and empirical evidence.
Highlights
Emerging economies’ share in global output has increased from less than 20% in the early 1990s to more than 30% at present (ECB, 2013, measured at market exchange rates) and these regions are a racting considerable a ention both from businesses and theorists
Nostalgia research literature review provides evidence that since 1991 work in this eld has been based on traditional measurement theory – nostalgia measurement model is represented as e ects indicators. is re ective approach assumes (1) that reliable indicators are interchangeable and they can be substituted for one another without a ecting construct de nition, (2) indicators of the same factor have positive intercorrelations, (3) factors are conceptualized as unidimensional latent variables (Kline, 2011, p. 280)
Over the past two decades nostalgia research has assumed that the correct measurement model is a re ective one. is paper o ers an alternative approach for viewing and operationalizing nostalgia construct as a formative construct
Summary
Emerging economies’ share in global output has increased from less than 20% in the early 1990s to more than 30% at present (ECB, 2013, measured at market exchange rates) and these regions are a racting considerable a ention both from businesses and theorists. This paper is of particular importance and relevance for emerging economies, due to its conceptual and methodological nature the research ndings are not limited to speci c regions or countries and may be as well useful for overall consumer nostalgia research domain. It provides conceptual background of nostalgia research by reviewing studies in this eld published since 1991. It presents existing measurement instruments of nostalgia and discusses their dimensionality, reliability, and validity. As in this paper I do not intend and cannot provide a comprehensive review of all nostalgia works, analysis is limited to research in consumer behavior and marketing area and on studies addressing conceptual or theoretical developments in the consumer nostalgia research eld. According to the study se ings, most nostalgia studies are concentrated in the USA, and only several studies were carried out in France, the United Kingdom, the Republic of South Africa, Taiwan and the Russian Federation
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