Nostalgia Marketing and Consumer Behavior

Marco Pichierri ()
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Marco Pichierri: University of Bari “Aldo Moro”

Chapter Chapter 1 in Nostalgia Marketing, 2023, pp 1-57 from Springer

Abstract: Abstract The Chapter introduces the concept of nostalgia marketing. After referring to some real-world examples that illustrate companies’ use of nostalgia in their marketing strategies, the Chapter delves into the coverage of the phenomenon provided by the academic literature, moving from sociology and psychology to the consumer behavior field. Afterward, the Chapter briefly reviews the extant scholarly literature in order to summarize the possible effects of nostalgia on consumers and elucidate the mechanisms behind the functioning of nostalgia. Finally, the Chapter provides a detailed overview of the extant research on nostalgia in the marketing literature: In both narrative form and a synoptic table, the Chapter describes the research method adopted, the variables considered, and the main findings.

Keywords: Nostalgia; Nostalgia marketing; Consumer behavior; Nostalgia effects; Marketing literature; Literature review (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-20914-7_1

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DOI: 10.1007/978-3-031-20914-7_1

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