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.
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The authors gratefully acknowledge financial support from the National Natural Science Foundation of China (Grant Numbers: 71572168)
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Kun Zhou responsible for the overall framework, hypothesis development, experimental design and data analysis. Xiaoyin Ye responsible for hypothesis development and experimental design. Jun Ye responsible for the overall framework, hypothesis development, experimental design and reviewer response.
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Appendices
Appendix 1. The pretest of perceived risk of new/traditional products
Appendix 2. Details for study 1
Appendix 3. Details for study 2
Appendix 4. Details for study 3
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Zhou, K., Ye, X. & Ye, J. Longing for the past and embracing the new: Does nostalgia increase new product adoption?. Mark Lett 32, 477–498 (2021). https://doi.org/10.1007/s11002-021-09574-8
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DOI: https://doi.org/10.1007/s11002-021-09574-8