Social disconnectedness moderates nostalgia preference

Abstract

We examine the role of social disconnectedness in the preference for historical nostalgia. This relates to the recent surge in nostalgic consumption during the COVID-19 pandemic when people are socially disconnected. In three studies, social disconnectedness is manipulated and measured. Consistently, we find that social disconnectedness contributes to consumers’ preferences for nostalgia. The social-disconnectedness effect is moderated by two factors. First, consumers with higher propensity to savor the past are more likely to exhibit the social-disconnectedness effect. Second, the effect depends on the extent to which consumers culturally identify with the nostalgia. The nostalgic appeal is more effective when consumers connect with the culture represented by the nostalgia. Further, state nostalgia mediates the effect of nostalgic appeal on preference for hospitality consumption among consumers high in trait savor the past. These findings identify a social perspective in understanding nostalgia preference and suggest ways to practitioners when nostalgic appeal works best.