Nostalgia on consumption
ACADEMIC PAPERS
Nostalgic bonding: Exploring the role of nostalgia in the consumption experience
Received in revised form.
Morris B. Holbrook is the W. T. Dillard Professor of Marketing at the Graduate School of Business at
Columbia University, New York, USA. He graduated from Harvard College (1965) and received his MBA (1967) and PhD (1975) degrees from Columbia University. Since
1975, he has taught courses at the Columbia Business School and has conducted research covering a wide variety of topics in marketing and consumer behaviour with a special focus on issues related to communication in general and to aesthetics, semiotics, hermeneutics, art, entertainment, music, motion pictures, nostalgia, and stereography in particular.
Robert M. Schindler is Associate Professor, School of Business, Rutgers University, Camden, NJ, USA. He received his PhD from the University of Massachusetts and has been at Rutgers since
1989. In addition to his work on the role of nostalgia and early experience in consumer preferences, he has studied the psychological effects of nine endings and other pricing techniques and the impact of consumer-to-consumer information on the internet.
stereography
Abstract
The recently awakened awareness of the past has produced a flurry of research directed towards understanding the nostalgic aspects of the human condition, towards investigating the role of nostalgia in the lives of consumers, and towards the application of such knowledge to the design of marketing strategies. With rare exceptions, however, such research has pursued a quantitative survey-based approach to establishing the chronologyrelated and personality-driven aspects of nostalgia. To explore the nature and types of nostalgic bonding in greater depth, the present study pursues an interpretive approach to understanding the role of nostalgia in the consumption experience. Specifically, it applies a collective approach to subjective personal
Nostalgic bonding: Exploring the role of nostalgia in the consumption experience
Received in revised form.
Morris B. Holbrook is the W. T. Dillard Professor of Marketing at the Graduate School of Business at
Columbia University, New York, USA. He graduated from Harvard College (1965) and received his MBA (1967) and PhD (1975) degrees from Columbia University. Since
1975, he has taught courses at the Columbia Business School and has conducted research covering a wide variety of topics in marketing and consumer behaviour with a special focus on issues related to communication in general and to aesthetics, semiotics, hermeneutics, art, entertainment, music, motion pictures, nostalgia, and stereography in particular.
Robert M. Schindler is Associate Professor, School of Business, Rutgers University, Camden, NJ, USA. He received his PhD from the University of Massachusetts and has been at Rutgers since
1989. In addition to his work on the role of nostalgia and early experience in consumer preferences, he has studied the psychological effects of nine endings and other pricing techniques and the impact of consumer-to-consumer information on the internet.
stereography
Abstract
The recently awakened awareness of the past has produced a flurry of research directed towards understanding the nostalgic aspects of the human condition, towards investigating the role of nostalgia in the lives of consumers, and towards the application of such knowledge to the design of marketing strategies. With rare exceptions, however, such research has pursued a quantitative survey-based approach to establishing the chronologyrelated and personality-driven aspects of nostalgia. To explore the nature and types of nostalgic bonding in greater depth, the present study pursues an interpretive approach to understanding the role of nostalgia in the consumption experience. Specifically, it applies a collective approach to subjective personal
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