当前位置: X-MOL 学术Journal of Consumer Psychology › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
Seeking Stability: Consumer Motivations for Communal Nostalgia
Journal of Consumer Psychology ( IF 4.551 ) Pub Date : 2021-03-20 , DOI: 10.1002/jcpy.1237
Minju Han 1 , George E. Newman 1
Affiliation  

Existing research has examined why consumers are drawn to things from their past (personal nostalgia). However, little empirical work has examined why consumers prefer products that were never a part of their personal history (communal nostalgia). For example, a consumer may purchase vinyl records even though she grew up listening to mp3 files. Here, we find that one reason why consumers may be drawn to communal nostalgia is that it can provide a sense of social stability. Drawing on System Justification Theory (Jost & Banaji, British Journal of Social Psychology, 33, 1994 and 1–27), we demonstrate that perceived threats to the social system increase consumer demand for communal nostalgia and enhance the pleasure consumers get from certain retro products. We further show that a retro product’s ability to provide a sense of stability to consumers mediates the effect of system justification on communal nostalgia. Together, these findings suggest that communal nostalgia may be driven by its own unique motivational antecedents that are distinct from personal nostalgia, as individuals seek to connect to aspects of society that are perceived as stable and unchanging.

中文翻译:

寻求稳定:社区怀旧的消费者动机

现有研究调查了为什么消费者会被过去的事物所吸引(个人怀旧)。然而,很少有实证研究研究为什么消费者更喜欢那些从未成为他们个人历史一部分的产品(共同怀旧)。例如,消费者可能会购买黑胶唱片,即使她是听 mp3 文件长大的。在这里,我们发现消费者可能被社区怀旧所吸引的一个原因是它可以提供一种社会稳定感。借鉴系统正当性理论 (Jost & Banaji, British Journal of Social Psychology, 33, 1994 和 1-27),我们证明对社会系统的感知威胁增加了消费者对公共怀旧的需求,并增强了消费者从某些复古产品中获得的乐趣。我们进一步表明,复古产品为消费者提供稳定感的能力调节了系统正当性对公共怀旧的影响。总之,这些研究结果表明,社区怀旧可能是由其自身独特的动机前因驱动的,这些前因与个人怀旧不同,因为个人寻求与被认为是稳定和不变的社会方面联系起来。
更新日期:2021-03-20
down
wechat
bug