Nostalgic cues can be identified in many areas of consumption (Cui 2015) such as nostalgic brands of toys and cars (Barnes 2008), as well as in advertising (Reisenwitz et al. 2004; Muehling and Sprott 2004). The decision to use nostalgic cues relies on the assumption that nostalgic symbols induce nostalgic memories, which in turn evoke positive (sometimes negative) emotions in consumers (Wildschut et al. 2006). These responses are expected to influence consumer behavior in the marketplace (Chebat and Michon 2003; Cui 2015). Most of the studies on nostalgia have been conducted in the context of marketing, and specifically product advertising (Muehling and Sprott 2004). The issue of whether and how nostalgic cues actually work in the context of services remains largely unknown. In this work, we present a set of five experiments aimed at studying differences between goods and services in terms of the impact of nostalgic cues on customers.
|Title of host publication||Developments in Marketing Science|
|Subtitle of host publication||Proceedings of the Academy of Marketing Science|
|Number of pages||6|
|State||Published - 2016|
|Name||Developments in Marketing Science: Proceedings of the Academy of Marketing Science|
Bibliographical notePublisher Copyright:
© 2016, Academy of Marketing Science.
- Customer Relationship Management
- Purchase Intention
- Service Context
- Service Interaction
- Service Provider
ASJC Scopus subject areas
- Strategy and Management