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Longing for the past and embracing the new: Does nostalgia increase new product adoption?

Author

Listed:
  • Kun Zhou

    (Dalian University of Technology)

  • Xiaoyin Ye

    (Xiamen City University)

  • Jun Ye

    (Xiamen University)

Abstract

Existing research has mostly focused on the salutary impact of nostalgia on nostalgia-related products (e.g., childhood products, classic brands). The current research examines whether this effect can extend to nostalgia-unrelated products: new products. We demonstrate that nostalgia fosters social support, which in turn encourages consumers to adopt new products, and this effect is weakened when individuals have independent self-construal. Three studies provide support for these predictions. Study 1 revealed that nostalgia increases new product adoption. Study 2 demonstrated that this positive effect of nostalgia on new product adoption is mediated by social support. Study 3 showed that this salutary effect occurs only when consumers’ interdependent self is activated. The marketing implications of these findings are discussed.

Suggested Citation

  • Kun Zhou & Xiaoyin Ye & Jun Ye, 2021. "Longing for the past and embracing the new: Does nostalgia increase new product adoption?," Marketing Letters, Springer, vol. 32(4), pages 477-498, December.
    • Handle: RePEc:kap:mktlet:v:32:y:2021:i:4:d:10.1007_s11002-021-09574-8
    DOI: 10.1007/s11002-021-09574-8
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    References listed on IDEAS

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