When feeling powerless, we crave nostalgia: The impact of powerlessness on the preference for nostalgic products

Sheng Bi (), Jun Pang (), Huan Chen () and Andrew Perkins ()
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Sheng Bi: School of Management and Economics, Beijing Institute of Technology
Jun Pang: School of Business, Renmin University of China
Huan Chen: China National Petroleum Corporation Managers Training Institute
Andrew Perkins: Carson College of Business, Washington State University

Journal of the Academy of Marketing Science, 2024, vol. 52, issue 4, No 5, 998-1017

Abstract: Abstract Powerlessness is a prevalent experience in everyday life. Although research has indicated that consumption can restore a sense of power, it remains unclear how people cope with powerlessness when regaining power is impossible. We propose that in such circumstances nostalgia consumption can act as a coping strategy, and examine if so, then how and when powerlessness increases consumer preference for nostalgic products. Across eight studies (including three supplementary studies), we found that consumers preferred nostalgic products when they felt powerless more than when they felt powerful. Uncertainty about the future acted as the underlying mechanism, one that consumers could alleviate by consuming nostalgic products. When high-status and nostalgic products were both available and regaining power was therefore possible, consumers with higher self-acceptance still preferred nostalgic products, whereas ones with lower self-acceptance preferred high-status products.

Keywords: Powerlessness; Nostalgia marketing; Uncertainty; Compensatory consumption; Self-acceptance (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s11747-023-00990-y

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