Premium
Abandoning distinctiveness: The influence of nostalgia on consumer choice
Author(s) -
Fan Yafeng,
Jiang Jing,
Hu Zuohao
Publication year - 2020
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21370
Subject(s) - social connectedness , optimal distinctiveness theory , psychology , feeling , social psychology , preference , mediation , product (mathematics) , interpersonal ties , social comparison theory , sociology , geometry , mathematics , social science , economics , microeconomics
This study proposes that when feeling nostalgic, consumers are more likely to choose the option that the majority of others prefer. Four studies consistently demonstrate that nostalgia can enhance consumers' social connectedness, which motivates them to maintain the feelings of connection to the group and thereby increases their preference for majority‐endorsed options in the subsequent product choices. Moreover, the strength of social ties between consumers and others moderates the mediation effect of social connectedness. In the weak social ties condition, social connectedness mediates the effect of nostalgia on preference for majority‐endorsed products. In the strong social ties condition, the mediation effect of social connectedness diminishes. These findings complement previous work on how nostalgia influences consumer behavior.