Zhou Xinyue, Huang Rong, Batcho Krystine, Ye Weiling
Department of Marketing, Zhejiang University, Hangzhou, China.
Economics and Business Department, Saint Anselm College, Manchester, NH, United States.
Front Psychol. 2020 Oct 29;11:577308. doi: 10.3389/fpsyg.2020.577308. eCollection 2020.
What helps consumers extract the greatest happiness from their experiences? The current investigation is the first to introduce to the consumer literature the construct of anticipatory nostalgia, defined as missing aspects of the present before they vanish in the future. While personal nostalgia involves fond memories and longing for what has already been lost, anticipatory nostalgia involves missing what has not yet been lost. In four studies, we show that marketing communications can elicit anticipatory nostalgia, and this emotion can either enhance or reduce consumer enjoyment of the experience, depending on the experience valence or the individual's level of life satisfaction. Specifically, mediated by anxiety, anticipatory nostalgia decreased enjoyment and positive affect in pleasant situations, but it enhanced enjoyment and affect in unpleasant circumstances. Study 4 extended the paradigm to a real-life setting and showed that the impact of anticipatory nostalgia on enjoyment and meaningfulness can last as long as 8 h after the manipulation.
是什么帮助消费者从他们的体验中提取最大的幸福感？当前的这项调查首次将预期怀旧的概念引入到消费者文献中，预期怀旧被定义为在当下的某些方面在未来消失之前就对其产生怀念。个人怀旧涉及美好的回忆以及对已经失去之物的渴望，而预期怀旧涉及对尚未失去之物的怀念。在四项研究中，我们表明营销传播能够引发预期怀旧，并且这种情绪能够增强或降低消费者对体验的享受程度，这取决于体验的效价或个人的生活满意度水平。具体而言，在焦虑的介导下，预期怀旧在愉快的情境中会降低享受程度和积极情绪，但在不愉快的情境中会增强享受程度和情绪。研究4将该模式扩展到现实生活场景中，并表明预期怀旧对享受程度和意义的影响在操纵之后可以持续长达8小时。
