Consumer insecurity and preference for nostalgic products: Evidence from China

Ling Zhou, Tao Wang, Qin Zhang and Yupeng Mou

Journal of Business Research, 2013, vol. 66, issue 12, 2406-2411

Abstract: This research examines the effects of consumers' insecurity on their preferences for nostalgic products. Using survey data from a sample of 356 Chinese consumers, the analysis shows that existential insecurity and social insecurity enhance consumers' preference for nostalgic products. In addition, the results suggest that marketers can use nostalgic elements to promote sales by relieving consumers' insecurity, through designing nostalgic appearance and creating meaningful stories for products.

Keywords: Nostalgic products; Nostalgia proneness; Insecurity; Nostalgic marketing strategy (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S014829631300218X
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:12:p:2406-2411

DOI: 10.1016/j.jbusres.2013.05.027

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().