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The influence of nostalgic memories on consumer exploratory tendencies: Echoes from scents past

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  • Orth, Ulrich R.
  • Bourrain, Aurelie

Abstract

Integrating research on atmospherics with the power of nostalgia, this paper investigates the influence of scent-evoked nostalgic memories on consumer exploratory behavior. The context for the experiment is a laboratory setting scented with natural and manmade odors. Testing a comprehensive structural equation model shows that ambient scent evokes nostalgic memories which in turn positively influence consumer sensation seeking with downstream effects extending onto exploratory tendencies, namely on risk taking, variety seeking and curiosity-motivated behaviors. In addition, those behavioral states are affected by consumer personality. Theoretical and practical implications of these findings are discussed.

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  • Orth, Ulrich R. & Bourrain, Aurelie, 2008. "The influence of nostalgic memories on consumer exploratory tendencies: Echoes from scents past," Journal of Retailing and Consumer Services, Elsevier, vol. 15(4), pages 277-287.
    • Handle: RePEc:eee:joreco:v:15:y:2008:i:4:p:277-287
    DOI: 10.1016/j.jretconser.2007.06.001
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    3. Girard, Marc & Girard, Anna & Suppin, Anna-Caroline & Bartsch, Silke, 2016. "The scentscape: An integrative framework describing scents in servicescapes," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 9(1), pages 597-622.
    4. José Verissimo & Rui Alves Pereira, 2013. "The Effect Of Ambient Scent On Moviegoers’ Behavior," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 0(2), pages 67-80.
    5. Manfred Bruhn & Verena Schoenmüller & Daniela Schäfer & Simon Reumer, 2012. "Markenintimität (Brand Intimacy) von Konsumenten — Konzeptualisierung, Determinanten und Wirkungen, mit empirischen Befunden," Schmalenbach Journal of Business Research, Springer, vol. 64(6), pages 590-629, September.
    6. Errajaa, Karim & Legohérel, Patrick & Daucé, Bruno, 2018. "Immersion and emotional reactions to the ambiance of a multiservice space: The role of perceived congruence between odor and brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 100-108.
    7. Shin, Hyunju & Parker, Janna, 2017. "Exploring the elements of consumer nostalgia in retailing: Evidence from a content analysis of retailer collages," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 1-11.

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