Abstract
An experimental study examined consumer response to scent-evoked nostalgic memories. It was determined that nostalgic memories, measured through the NOST scale, positively influenced consumer affect with downstream effects onto exploratory tendencies (risk taking, variety seeking, curiosity-motivated behavior). Exploratory tendencies were further affected by an individual–s optimum stimulation level (personality trait).
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Orth, U.R., Bourrain, A. (2015). Consumer Behavioral Response to Scent-Evoked Nostalgia. In: Spotts, H. (eds) Assessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11845-1_79
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DOI: https://doi.org/10.1007/978-3-319-11845-1_79
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