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Nostalgic brands as mood boosters

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Abstract

Why form consumers purchase intentions for nostalgic brands, and what individuals are likely to do so? Although consumer demand for nostalgic offers including brands is considerable, the mechanisms at work remain largely unknown. Using the dispositional theory of moods, this research tests the notion that nostalgic brands relate to mood boosts as major drivers of behavioral intentions. Results of an experimental study indicate that nostalgic rather than non-nostalgic brands boost consumers’ moods, particularly with individuals scoring high on need for cognition (NFC) and hope. Implications focus on advancing research on nostalgic brands and consumer self-regulation of affect.

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Notes

  1. We use the term ‘boost’ rather than ‘increase’ or ‘lift’ because it is the term commonly used by marketers (MarketWatch, 2009) and affect regulation researchers (Eich et al, 1994).

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Acknowledgements

The authors acknowledge and are grateful for the financial support provided by Manufactum GmbH & Co. KG. Comments by Vassilis Dalakas, California State University, and Altaf Merchant, University of Washington, to an earlier draft were helpful in revising this article. All limitations and errors that may relate to the study and the article remain the sole responsibility of the authors.

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  1. A&F Marketing, Christian-Albrechts-Universität Kiel, Wilhelm-Seelig-Platz 6/7, Kiel, 24098, Germany

    Ulrich R Orth & Steffi Gal

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  1. Ulrich R Orth
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  2. Steffi Gal
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Correspondence to Ulrich R Orth.

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Orth, U., Gal, S. Nostalgic brands as mood boosters. J Brand Manag 19, 666–679 (2012). https://doi.org/10.1057/bm.2012.1

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