Weingarten Evan, Wei Ziwei
Arizona State University, AZ, USA.
Arizona State University, AZ, USA.
Curr Opin Psychol. 2023 Feb;49:101555. doi: 10.1016/j.copsyc.2022.101555. Epub 2023 Jan 3.
The present review examines how and when nostalgia, a social emotion with a rich history in marketing, affects consumption-relevant outcomes. It comments that in recent years, nostalgia's role within consumer behavior, including advertising, consumption, and product choice operates through feelings of social connectedness, and thus research must consider boundary conditions based on social parameters. Moreover, it discusses the role of nostalgia in buffering the self from threats, how these threats may elicit nostalgia, and the impact on downstream consumption. It finally examines whether nostalgia always does or does not have a positive impact on consumption-relevant outcomes. Across these areas, the review suggests potential future research directions on potential discrepancies that operate through social boundary conditions.
本综述探讨了怀旧这一在营销领域有着悠久历史的社会情感如何以及何时影响与消费相关的结果。文中指出，近年来，怀旧在消费者行为（包括广告、消费和产品选择）中的作用是通过社会联系感来发挥的，因此研究必须考虑基于社会参数的边界条件。此外，它还讨论了怀旧在缓冲自我免受威胁方面的作用、这些威胁如何引发怀旧以及对下游消费的影响。最后，它研究了怀旧是否总是对与消费相关的结果产生积极影响。在这些领域中，该综述提出了关于通过社会边界条件起作用的潜在差异的未来研究方向。
