From nostalgic consumption to consumer resistance: The vintage shopping experience as an expression of social identity

Pauline Tesio (), Aurélie Kessous (), Pierre Valette-Florence () and Virginie de Barnier ()
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Pauline Tesio: AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Aurélie Kessous: AMU ECO - Aix-Marseille Université - Faculté d'économie et de gestion - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Pierre Valette-Florence: UGA IAE - Université Grenoble Alpes - Institut d'Administration des Entreprises - UGA [2016-2019] - Université Grenoble Alpes [2016-2019], CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]
Virginie de Barnier: AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: This paper focuses on the vintage shopping experience which is, considered as a form of consumer resistance. Vintage consumption is motivated by affective and cognitive concerns, such as nostalgia and the belief in eco-responsible consumption. Based on the " Album On Line " (AOL) (Vernette and Giannelloni, 2015) technique, this research analyses the representations and hidden meanings of the vintage shopping experience and identifies its sources of satisfaction. Six cognitive satisfaction sources are found – Eco-citizenship, Altruism, Sustainable Development, Serendipity, Product Transformation and, Immutability of the vintage object – while seven affective satisfaction sources are observed-Sensory, Reminder, Luxury, Memory, Bargain, Landmark/Cuddly toy and, Innovation. Finally, the paper discusses how the shopping vintage experience contributes to the identity construction process and self-identity.

Keywords: resistance; vintage; social identity theory; self; nostalgia (search for similar items in EconPapers)
Date: 2018-05-29
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Published in 47th EMAC Annual Conference, May 2018, Glasgow, United Kingdom

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01728705

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