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1. 1. The Unique Nostalgic Shopper : Nostalgia proneness and desire for uniqueness as determinants of shopping behavior among Millennials

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Matteo Betti; Iram Jahan Dad; [2016]
   Keywords : nostalgia; proneness; desire for uniqueness; shopping behavior; marketing; quantitative; european; CSI; consumer styles inventory; personal; historical; hedonic; hedonistic; utilitarian; shopping motivations; consumer behavior;

   Abstract : Millennials, or Generation Y, represent one of today’s most prominent age cohorts: with their increasingly stronger purchasing power and importance in the global economic landscape, it is no wonder that marketers are striving to find new ways to appeal to the taste of this peculiar generation of consumers. Among the various modern research fields in business, one in particular is offering incredibly interesting insights to both scholars and professional marketers: the concept of nostalgia proneness in consumer behavior. READ MORE