Effects of consumer personal characteristics and psychological factors on nostalgia marketing

Abstract

This study sought to establish the effects of nostalgia and marketing as outcome variables using consumer personal and psychological factors. First, loneliness had a significant positive effect on consumer self-esteem and social connectedness but did not directly affect the outcomes of nostalgia marketing. Second, the nostalgia function was affected significantly by personal innovativeness and loneliness but not by high price sensitivity. Highly price-sensitive consumers should be targeted with a nostalgia marketing strategy applying a high-quality personal value standard. Third, self-affirmation, which is a nostalgia function, had a significant effect on nostalgia marketing but did not support social connectedness. Nostalgia stimulation was effective in social connectedness, but consumers were not significantly influenced by nostalgia marketing. This study shed light on the importance of the concept of nostalgia in marketing. This is done by incorporating themes or products from the past to create a unique emotional feeling in customers.