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Nostalgia Marketing and Consumer Behavior

In: Nostalgia Marketing

Author

Listed:
  • Marco Pichierri

    (University of Bari “Aldo Moro”)

Abstract

The Chapter introduces the concept of nostalgia marketing. After referring to some real-world examples that illustrate companies’ use of nostalgia in their marketing strategies, the Chapter delves into the coverage of the phenomenon provided by the academic literature, moving from sociology and psychology to the consumer behavior field. Afterward, the Chapter briefly reviews the extant scholarly literature in order to summarize the possible effects of nostalgia on consumers and elucidate the mechanisms behind the functioning of nostalgia. Finally, the Chapter provides a detailed overview of the extant research on nostalgia in the marketing literature: In both narrative form and a synoptic table, the Chapter describes the research method adopted, the variables considered, and the main findings.

Suggested Citation

  • Marco Pichierri, 2023. "Nostalgia Marketing and Consumer Behavior," Springer Books, in: Nostalgia Marketing, chapter 0, pages 1-57, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-20914-7_1
    DOI: 10.1007/978-3-031-20914-7_1
    as

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