Exploring the Elements of Consumer Nostalgia in Retailing: Evidence from a Content Analysis of Retailer Collages
Journal of Retailing and Consumer Services
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.
Shin, Hyunju, Janna Parker.
"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.