Nostalgic brands as mood boosters

Abstract

Why form consumers purchase intentions for nostalgic brands, and what individuals are likely to do so? Although consumer demand for nostalgic offers including brands is considerable, the mechanisms at work remain largely unknown. Using the dispositional theory of moods, this research tests the notion that nostalgic brands relate to mood boosts as major drivers of behavioral intentions. Results of an experimental study indicate that nostalgic rather than non-nostalgic brands boost consumers’ moods, particularly with individuals scoring high on need for cognition (NFC) and hope. Implications focus on advancing research on nostalgic brands and consumer self-regulation of affect.