Exploring the elements of consumer nostalgia in retailing: Evidence from a content analysis of retailer collages

Hyunju Shin and Janna Parker

Journal of Retailing and Consumer Services, 2017, vol. 35, issue C, 1-11

Abstract: This article focuses on consumer nostalgia in the retailing environment to identify the types of nostalgic memories evoked by remembering a retailer and the elements associated with such nostalgic memories. A projective technique involving collage construction enabled informants to reflect their feelings about, memories of, experiences with, or relationships with a retailer that they have selected. The findings uncovered three distinct types of retailer-related consumer nostalgic memories and six elements that comprise retailer-related consumer nostalgic memories. The findings of the study offer a comprehensive understanding of retailer consumer nostalgia. Theoretical and managerial implications are discussed.

Keywords: Consumer nostalgia; Retail experience; Consumer-retailer relationship; Collage; Projective technique (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:35:y:2017:i:c:p:1-11

DOI: 10.1016/j.jretconser.2016.11.003

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