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.

现有的研究主要集中在怀旧对怀旧相关产品（例如，儿童产品、经典品牌）的有益影响上。当前的研究检查了这种影响是否可以扩展到与怀旧无关的产品：新产品。我们证明怀旧会促进社会支持，这反过来又会鼓励消费者采用新产品，而当个人具有独立的自我建构时，这种影响会减弱。三项研究为这些预测提供了支持。研究 1 表明，怀旧会增加新产品的采用。研究 2 表明，怀旧对新产品采用的这种积极影响是由社会支持介导的。研究 3 表明，只有当消费者的相互依赖的自我被激活时，这种有益的效果才会发生。讨论了这些发现的营销意义。