Nostalgia and consumer intentions; The role of experiential value (EV) and social connectedness (SC)

Document Type : Original Article

Authors

1 institute for management and planning studies

2 Institute for Management and Planning Studies

Abstract

Purpose: The growing concept of nostalgia in everyday life has highlighted the need to pay more attention to it in the discourse system of consumer behavior. Nostalgia, or the preference for what was common in the past, is a sad and at the same time pleasurable longing that plays a role in the recovery and re-creation of the consumer's biological world. The present study seeks to study the effect of nostalgia on consumer behavioral intentions in the light of the mediating role of empirical value and social Connectedness.
Design/Methodology/Approach: The statistical population of the study is the customers of restaurants that carry nostalgic representation elements from a semiotic point of view. The research method is mixed and to conduct this study, first the initial model was developed based on the literature. In the qualitative part and by in-depth interview method, the initial model and its sub-variables were rearranged and, through the survey method, the views of 259 customers of restaurants with nostalgic content space were studied.
Findings: The findings show that nostalgia mediates the behavioral intentions of consumers by mediating the empirical value (including return on consumer investment and perception of service superiority) and social Connectedness
Originality/value: A sense of belonging and desire to gain value can moderate consumer behavior in reading nostalgic interpretations and ultimately lead to the creation of new collective bonds.

Keywords

Journal of Business Management Perspective
Volume 20, Issue 48 - Serial Number 81
January 2022
Pages 177-198

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History

  • Receive Date: 25 March 2022
  • Revise Date: 26 May 2022
  • Accept Date: 28 May 2022

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