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Consumer insecurity and preference for nostalgic products: Evidence from China

  • Zhou, Ling
  • Wang, Tao
  • Zhang, Qin
  • Mou, Yupeng
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    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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    File URL: http://www.sciencedirect.com/science/article/pii/S014829631300218X
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    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
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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    1. 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.
    2. 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.
    3. 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.
    4. Holt, Douglas B, 2002. " Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, Oxford University Press, vol. 29(1), pages 70-90, June.
    5. 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, Oxford University Press, vol. 34(4), pages 480-493, 06.
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