Title

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

10.1016/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.

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