Saved by the past? Disease threat triggers nostalgic consumption
نویسندگان
چکیده
Recent research views nostalgia as a valuable resource that can be accessed in times of distress and discomfort. The present work complements this literature by examining novel previously uncovered triggers downstream consequences the consumer domain: disease-threat protective behavior. current paper argues functions such psychological with buffering qualities is used coping mechanism to maintain comfort when experiencing disease threat—the perception potential threat posed an infectious disease. Using archival data set five experiments, authors demonstrate facing threat, but not actual occurrence disease, consumers experience higher need for show increased preference nostalgic products. That is, internet searches products rise during flu season well COVID-19 pandemic (Study 1), induces levels experienced 2), which translate into preferences 3 Study 5), mediated disgust 4). Finally, value product-induced nostalgia, demonstrating ironic effect it compensate disease-protective behavior 6). results provide important practical implications marketers policy-makers who could focus on promoting or incorporating cues product design communication would generate positive evaluations illness salient.
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ژورنال
عنوان ژورنال: Psychology & Marketing
سال: 2022
ISSN: ['0742-6046', '1520-6793']
DOI: https://doi.org/10.1002/mar.21663