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Consumer insecurity and preference for nostalgic products: Evidence from China

Author

Listed:
  • Zhou, Ling
  • Wang, Tao
  • Zhang, Qin
  • Mou, Yupeng

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.

Suggested Citation

  • Zhou, Ling & Wang, Tao & Zhang, Qin & Mou, Yupeng, 2013. "Consumer insecurity and preference for nostalgic products: Evidence from China," Journal of Business Research, Elsevier, vol. 66(12), pages 2406-2411.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:12:p:2406-2411
    DOI: 10.1016/j.jbusres.2013.05.027
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