Longing for the past and embracing the new: Does nostalgia increase new product adoption?

Kun Zhou (), Xiaoyin Ye () and Jun Ye ()
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Kun Zhou: Dalian University of Technology
Xiaoyin Ye: Xiamen City University
Jun Ye: Xiamen University

Marketing Letters, 2021, vol. 32, issue 4, No 9, 477-498

Abstract: Abstract Existing research has mostly focused on the salutary impact of nostalgia on nostalgia-related products (e.g., childhood products, classic brands). The current research examines whether this effect can extend to nostalgia-unrelated products: new products. We demonstrate that nostalgia fosters social support, which in turn encourages consumers to adopt new products, and this effect is weakened when individuals have independent self-construal. Three studies provide support for these predictions. Study 1 revealed that nostalgia increases new product adoption. Study 2 demonstrated that this positive effect of nostalgia on new product adoption is mediated by social support. Study 3 showed that this salutary effect occurs only when consumers’ interdependent self is activated. The marketing implications of these findings are discussed.

Keywords: Nostalgia; Social support; New product adoption; Self-construal (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/s11002-021-09574-8

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