Consumer Behavior

Nostalgic consumption: The hierarchical process of psychology, experience, and behavior

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Abstract

Nostalgia plays a pivotal role in shaping consumer behavior and marketing strategies. This study delves into the complex interplay between psychological states, experiential responses, and behavioral outcomes in the context of nostalgic consumption. Focusing on male Millennials and their affinity for nostalgic toys, our research employs a theoretical framework rooted in Terra Management Theory and the Cognitive Hierarchy Model.

Our hypotheses, supported by empirical data from 400 participants, reveal significant insights. We find that death anxiety heightens both nostalgia proneness and the need to belong, with a stronger effect on the latter. Nostalgia proneness, in turn, leads to two distinct nostalgic modes: reluctant nostalgia and playful nostalgia. Additionally, the need to belong positively influences both nostalgic modes. These modes, whether reluctant or playful, intensify an individual's self-product connections. Notably, stronger self-product connections correlate with higher purchase intentions for nostalgic products.  

Keywords: Nostalgic consumption, male Millennials, nostalgic toys

How to Cite:

Nilsen, D. & Kang, J., (2024) “Nostalgic consumption: The hierarchical process of psychology, experience, and behavior”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17504