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Exploring the elements of consumer nostalgia in retailing: Evidence from a content analysis of retailer collages

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  • Shin, Hyunju
  • Parker, Janna

Abstract

This article focuses on consumer nostalgia in the retailing environment to identify the types of nostalgic memories evoked by remembering a retailer and the elements associated with such nostalgic memories. A projective technique involving collage construction enabled informants to reflect their feelings about, memories of, experiences with, or relationships with a retailer that they have selected. The findings uncovered three distinct types of retailer-related consumer nostalgic memories and six elements that comprise retailer-related consumer nostalgic memories. The findings of the study offer a comprehensive understanding of retailer consumer nostalgia. Theoretical and managerial implications are discussed.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:joreco:v:35:y:2017:i:c:p:1-11
    DOI: 10.1016/j.jretconser.2016.11.003
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