Exploring the Elements of Consumer Nostalgia in Retailing: Evidence from a Content Analysis of Retailer Collages
Document Type
Article
Publication Date
3-1-2017
Publication Title
Journal of Retailing and Consumer Services
DOI
10.1002/mar.2128010.1016/j.jretconser.2016.11.003
ISSN
0969-6989
Abstract
This article focuses on consumer nostalgia in the retailing environment to identify the types of nostalgic memories evoked by remembering a retailer and the elements associated with such nostalgic memories. A projective technique involving collage construction enabled informants to reflect their feelings about, memories of, experiences with, or relationships with a retailer that they have selected. The findings uncovered three distinct types of retailer-related consumer nostalgic memories and six elements that comprise retailer-related consumer nostalgic memories. The findings of the study offer a comprehensive understanding of retailer consumer nostalgia. Theoretical and managerial implications are discussed.
Recommended Citation
Shin, Hyunju, Janna Parker.
2017.
"Exploring the Elements of Consumer Nostalgia in Retailing: Evidence from a Content Analysis of Retailer Collages."
Journal of Retailing and Consumer Services, 35: 1-11.
doi: 10.1002/mar.2128010.1016/j.jretconser.2016.11.003
https://digitalcommons.georgiasouthern.edu/marketing-facpubs/106
