Essays about: "nostalgia proneness"

Found 3 essays containing the words nostalgia proneness.

  1. 1. Does the time Machine exist? : Nostalgic consumption of Chinese one-child generation

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Mengying Jiang; [2017]
    Keywords : nostalgia proneness; nostalgia intensity; nostalgic triggers; consumption; Chinese one-child generation;

    Abstract : Nostalgia in consumer behavior is shown to be effective. Every generation has their own views of nostalgia. Their ability, proneness and intensity to process nostalgia is different for each generation. The Chinese one-child generation in terms of their special growth environment and characteristics was chosen as the object of study. READ MORE

  3. 2. Millennials purchasing the good old days : The effects of nostalgic advertising on brand attitude and purchase intention among millennials

    University essay from Högskolan i Jönköping/Internationella Handelshögskolan

    Author : Moniek Lammersma; Annika Wortelboer; [2017]
    Keywords : nostalgia; nostalgic marketing; nostalgic advertising; millennials; brand attitude; purchase intention; nostalgic consumer behaviour;

    Abstract : Background: Advertising clutter is undesirable for both consumers and advertisers. This problem increases and is predicted to grow in the future. To break through the advertising clutter and grab the attention of consumers, nostalgic advertising is considered an effective strategy. READ MORE

  4. 3. 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