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Consumer insecurity and preference for nostalgic products: Evidence from China

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  • Zhou, Ling
  • Wang, Tao
  • Zhang, Qin
  • Mou, Yupeng
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    Abstract

    This research examines the effects of consumers' insecurity on their preferences for nostalgic products. Using survey data from a sample of 356 Chinese consumers, the analysis shows that existential insecurity and social insecurity enhance consumers' preference for nostalgic products. In addition, the results suggest that marketers can use nostalgic elements to promote sales by relieving consumers' insecurity, through designing nostalgic appearance and creating meaningful stories for products.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 66 (2013)
    Issue (Month): 12 ()
    Pages: 2406-2411

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    Handle: RePEc:eee:jbrese:v:66:y:2013:i:12:p:2406-2411

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Nostalgic products; Nostalgia proneness; Insecurity; Nostalgic marketing strategy;

    References

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    1. Katherine E. Loveland & Dirk Smeesters & Naomi Mandel, 2010. "Still Preoccupied with 1995: The Need to Belong and Preference for Nostalgic Products," Journal of Consumer Research, University of Chicago Press, vol. 37(3), pages 393-408, October.
    2. Holt, Douglas B, 2002. " Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, University of Chicago Press, vol. 29(1), pages 70-90, June.
    3. Holbrook, Morris B, 1993. " Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes," Journal of Consumer Research, University of Chicago Press, vol. 20(2), pages 245-56, September.
    4. Holbrook, Morris B. & Schindler, Robert M., 1996. "Market segmentation based on age and attitude toward the past: Concepts, methods, and findings concerning nostalgic influences on customer tastes," Journal of Business Research, Elsevier, vol. 37(1), pages 27-39, September.
    5. Schouten, John W & McAlexander, James H, 1995. " Subcultures of Consumptions: An Ethnography of the New Bikers," Journal of Consumer Research, University of Chicago Press, vol. 22(1), pages 43-61, June.
    6. Holak, Susan L. & Havlena, William J., 1998. "Feelings, Fantasies, and Memories: An Examination of the Emotional Components of Nostalgia," Journal of Business Research, Elsevier, vol. 42(3), pages 217-226, July.
    7. Holak, Susan L. & Matveev, Alexei V. & Havlena, William J., 2007. "Nostalgia in post-socialist Russia: Exploring applications to advertising strategy," Journal of Business Research, Elsevier, vol. 60(6), pages 649-655, June.
    8. Naomi Mandel & Dirk Smeesters, 2008. "The Sweet Escape: Effects of Mortality Salience on Consumption Quantities for High- and Low-Self-Esteem Consumers," Journal of Consumer Research, University of Chicago Press, vol. 35(2), pages 309-323, 05.
    9. Lan Nguyen Chaplin & Deborah Roedder John, 2007. "Growing up in a Material World: Age Differences in Materialism in Children and Adolescents," Journal of Consumer Research, University of Chicago Press, vol. 34(4), pages 480-493, 06.
    10. Aric Rindfleisch & James E. Burroughs & Nancy Wong, 2009. "The Safety of Objects: Materialism, Existential Insecurity, and Brand Connection," Journal of Consumer Research, University of Chicago Press, vol. 36(1), pages 1-16, 06.
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    Cited by:
    1. Yang, Zhilin & Su, Chenting, 2013. "Understanding Asian business strategy: Modeling institution-based legitimacy-embedded efficiency," Journal of Business Research, Elsevier, vol. 66(12), pages 2369-2374.

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