Promoting through Consumer Nostalgia: A Conceptual Framework and Future Research Agenda

Abstract

This research article tracks the evolution of the concept of nostalgia as a concept in marketing and more generally. The present study specifically highlights the development of a theoretical framework that can serve to integrate existing conceptual models and to offer implications for understanding nostalgia as a phenomenon among consumers as a tool for marketing practice. The study aims to bring together existing research and to serve as a springboard for future research and applications.

Keywords:

• Nostalgia
• nostalgia promotion
• nostalgia marketing
• consumer nostalgia
• nostalgia mechanism
• marketing practices

Notes

1 The original work of Johannes Hofer, entitled The Medical Dissertation on Nostalgia, can definitively be traced back to the year 1688; however, there is debate regarding whether the year of first publication is actually 1678 (Mccann, 1941; Kaplan, 1987; Werman, 1977).

2 The original work of Auguste Haspel traces back to 1873: Auguste Benoist de La Grandière, De la nostalgie ou mal du pays (Paris: A. Delahaye, 1873); Auguste Haspel, De la nostalgie (Paris: G. Masson, Libraire de l’Académie de Médecine, 1874).