How Does Nostalgia Affect Donor Giving Behavior?

  • Kristina Stuhler
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


The purpose of this paper is to present a comprehensive review of the effects of nostalgia on donor giving behavior and conceptually add to an existing model of charitable giving. This paper adds two antecedents to two different types of nostalgia: significant emotional memories influence personal nostalgia and myth formation influences vicarious nostalgia. A previous conceptual model that depicted personal nostalgia’s effect on donor charitable intentions was extended to include empathy, existential guilt, and donor loyalty. Propositions are offered throughout the paper, a theoretical model on donor giving behavior is extended, and suggestions are offered for future research.


Nostalgia Personal nostalgia Vicarious nostalgia Charitable giving Nonprofits Empathy Guilt Donor loyalty 


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Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  1. 1.Old Dominion UniversityNorfolkUSA

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