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外文会议>AMA Summer Educators Conference
>PERSONAL AND HISTORICAL NOSTALGIA: INVESTIGATING CONSUMPTION CONSEQUENCES OF TWO DIFFERENT TYPES OF NOSTALGIA
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PERSONAL AND HISTORICAL NOSTALGIA: INVESTIGATING CONSUMPTION CONSEQUENCES OF TWO DIFFERENT TYPES OF NOSTALGIA
Within the last twenty years we observe a trend that can be characterized as "nostalgia-boom" or "retro-revolution" (Brown, Kozinets, and Sherry 2003) leading to a variety of past-related market offers. In the media, nostalgic advertising appeals are widely used to trigger consumers' recollection and emotions (Muehling and Sprott 2004). Documentation, celebration or analysis of the past becomes ubiquitous in TV reports and magazines and requests increase for older products to be sold in antique shops, flea markets, and auctions or exhibited in museums and galleries (Goulding 2001). Additionally, numerous almost forgotten brands have successfully been relaunched (Brown, Kozinets, and Sherry 2003; Diamond et al. 2009).
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