Slowing down in the good old days : the effect of nostalgia on consumer patience
Huang, Irene Xun
Huang, Tak Zhongqiang
Wyer Jr., Robert S.
Date of Issue2016
College of Business (Nanyang Business School)
Nostalgia, which is induced by reminiscing about a positive past experience, can counteract loneliness and promote prosocial behavior. However, the process of recalling and thinking about a nostalgic experience can have quite different effects. Because nostalgic experiences rarely reoccur, people are motivated to savor them by prolonging the time they reminisce about them. The tendency to savor these experiences generalizes to situations that participants encounter later, thus increasing consumer patience. For this effect to emerge, however, consumers must be aware that waiting will be beneficial to the attainment of a benefit. Moreover, the relationship between nostalgia and consumer patience is diminished when people perceive a nostalgic experience to be repeatable or when they intensify their memory of the experience rather than prolonging it. Eight studies confirmed these effects and processes that underlie them.
Journal of Consumer Research
© The Author 2016. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. This paper was published in Journal of Consumer Research and is made available as an electronic reprint (preprint) with permission of Oxford University Press on behalf of Journal of Consumer Research, Inc. The published version is available at: [http://dx.doi.org/10.1093/jcr/ucw033]. One print or electronic copy may be made for personal use only. Systematic or multiple reproduction, distribution to multiple locations via electronic or other means, duplication of any material in this paper for a fee or for commercial purposes, or modification of the content of the paper is prohibited and is subject to penalties under law.