Seeking stability: Consumer motivations for communal nostalgia
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 e...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2022
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| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/7295 https://ink.library.smu.edu.sg/context/lkcsb_research/article/8294/viewcontent/Minju_Han_JCP_CommunalNostalgia_av.pdf |
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| Institution: | Singapore Management University |
| Language: | English |