![]() ![]() Recently it has received increased attention from marketers and advertisers. Nostalgia-a longing to return home-was first described by Johannes Hofer in 1688. "THE GOOD OLD DAYS": OBSERVATIONS ON NOSTALGIA AND ITS ROLE IN CONSUMER BEHAVIOR Solomon, Provo, UT : Association for Consumer Research, Pages: 323-329.Īdvances in Consumer Research VolPages 323-329 Holak (1991) ,"&Quot The Good Old Days&Quot : Observations on Nostalgia and Its Role in Consumer Behavior", in NA - Advances in Consumer Research Volume 18, eds. Based on these observations, the paper offers some suggestions for future research. Two types of nostalgic products and advertisements are noted: (1) products or messages drawn directly from the past and (2) new products and messages that create a "period" feeling. ![]() Products and advertisements aimed at two broad market segments-"baby boomers" and senior citizens-are examined. ![]() The literature on nostalgia from psychology and sociology is used to introduce a brief survey and description of the use of nostalgia in marketing and its impact on consumer behavior. ABSTRACT - Nostalgia-a longing to return home-was first described by Johannes Hofer in 1688. ![]()
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