Nostalgia proneness and the role of products with nostalgic elements in consumers' consumption preferences

master's thesis

• Title (croatian): Sklonost nostalgiji i uloga proizvoda s nostalgičnim elementima u preferencijama potrošača
• Author: Petra Mišić
• Mentor: Sandra Horvat (mentor); MBZ: 286555
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2021-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Living in a rapidly evolving world, consumers are expressing the tendency towards the past and are searching for a greater meaning. They are keen to revive their memories and the ‘good old days’, and they search for comfort and joy. Among the competition on the market, there is a need for providing an additional value for consumers with the aim of inducing an emotional reaction. Therefore, this trend has prompted the use of nostalgia as a tool in many fields, especially within marketing. Brands are incorporating the nostalgic elements into their products or reviving products from the past with the attempt to draw consumers attention and to affect their consumption preferences. Consumers feel the emotional attachment because those are the products they used while they were younger, or those products remind them on memories and associate on happier times. The use of nostalgia in marketing has benefits for both brands and consumers. Nostalgia in marketing is used as a special trigger during purchasing decisions. For this reason, the goal was to determine the level of nostalgia proneness of consumers between two generations, Millennials and Generation X, and to examine how products with nostalgic elements influence the purchasing decisions among these generations. The empirical research was conducted through a survey questionnaire within hundred respondents from each generation, so the differences were clear to distinguish. Both generations are prone to nostalgia, but Generation X is more prone than the Millennials. This can be supported with the correlation of nostalgia and age of the respondents because older people tend to be more nostalgic because they have more experiences to look back on. While making a purchasing decision, product with nostalgic elements prompted more respondents from the Generation X and the emotions triggered during this process were nostalgia and happiness. Millennials on the contrary felt enthusiasm and happiness the most, which indicates that they in fact have different reasons for the purchase of those products.

• Keywords: nostalgia proneness; emotional attachment; products with nostalgic elements; consumption preferences
• Language: english
• URN:NBN: urn:nbn:hr:148:071887
• Study programme: Title: Business economics; specializations in: Marketing in english, Managerial informatics, Management, Marketing, Trade and international business, Leadership; Course: Marketing in english; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2021-10-04 09:14:08