Nostalgia Marketing Essay Example

out and only the affirmative aspects are recalled.
Several researchers such as Havlena and Holak (1991), Brown (1999), and Muehling and Sprott (2004) have suggested various reasons for nostalgia. The causes of this emotion, which often yearns for the past, were explained by considering socio-economic factors and extensive migration patterns. Societies in turmoil have been found to be more susceptible to nostalgia (Brown, 1999). Davis (1979) segmented nostalgia into three distinct levels. The primary level is characterized by a longing for the past combined with a belief that conditions were superior during old times.

The second level is more introspective; it entails examining or contemplating the stimuli and reasons that provoke the nostalgic reaction.

Third level analysis involves the subject analyzing and interpreting their own nostalgic experiences. (Davis, 1979)

Nostalgia as Personal and Historical

There's been a debate about whether nostalgia originates only from one's own life experiences, or if it can be evoked by events that occurred before the person was even born. (Holbrook and Schindler,1991, Holbrook,1993)

According to Davis (1979), experiences that inspire nostalgia must come from one's personal history rather than events portrayed in books or movies, However, newer viewpoints propose that nostalgia can indeed arise from events preceding an individual's existence. This has led to the division of nostalgia into two kinds: personal and historical.

Historical nostalgia pertains to the portrayal of a time before the individual was born, displaying a longing to return to an idealized past perceived to be superior to the current era. This sentiment is often expressed through nearly mythological figures and enchanting locations. (Stern, 1992) On the other hand, personal nostalgia is the romanticization of a past period in a person's life

where memories are distorted, making the past appear more favorable than it actually was. (Stern, 1992, Muehling and Sprott,2004) Despite personal nostalgia having the capacity to be triggered by events ranging from ten to seventy years prior, it seems adolescent and early adult memories are most likely to invoke such feelings.(Havlena and Holak, 1991, Holak and Havlena, 1992) The role of nostalgia in consumer behaviors was recognised at the close of the twentieth century as a manifestation of the fin de siecle effect, where individuals, witnessing the end of an era, reflect on their past triumphs and shortcomings (Stern, 1992). Yet, this viewpoint invites dispute as the witness of such phenomenon continues well into the new century. Some writers even propose that nostalgia is inherent to the human experience or is simply how things naturally evolve (Holbrook and Schindler, 1991, Brown, 1999). In regards to marketing and customer behaviour, a distinct explanation of nostalgia is necessary. Holbrook and Schindler (1991) describe nostalgia as a fondness '"towards objects (people, places, or things) that were more popular when one was younger". This infers a unique fascination with products or activities that for various reasons are now scarce or no longer available (Schindler and Holbrook, 2003). Furthermore, Holak and Havlena (1998) add to this explanation stating that nostalgia isn't simply a fondness for these objects but a feeling or mood evoked by connecting these objects with their past. Essentially that these items hold an exclusive preference as they produce nostalgic emotions, something other items can't replicate.

Investigations have been carried out to comprehend the reasons behind the sentimental reaction towards specific objects and experiences. In a research conducted by

Holak and Havlena in 1992, they endeavored to highlight the most common reasons associated with nostalgia by analyzing the accounts of sentimental experiences. They found that individuals, particularly friends and family, were often the common cause in these experiences. This was not only when a memory involving these individuals was recounted, but also when discussing objects or events. It was observed that the sentimental feelings evoked by these objects were primarily due to the memories and thoughts of loved ones triggered by these items. (Holak and Havlena,1992).

A distinct study conducted by Holbrook (2003) identified prevalent themes arising from descriptions of nostalgic experiences. He discovered that most experiences were linked to categories such as:

Sensory experience: where the objects connect with pleasurable sensory experiences from the subject's past, such as particular scents or tastes Homeland: objects representing a tie to far off lands Rites of Passage: these correlate with deeply impactful transition stages Friendships and loved ones: objects hold significance as representations of people or societal relationships Gifts of love: these objects evoke memories of affection

Security: objects that serve as tokens of security from past turbulent relationships Breaking away: objects symbolizing freedom, like travel or independence Art and entertainment: objects symbolizing intellectual or spiritual liberty Performance and competence: objects that depict finely honed skills

Creativity: objects associated with artistic inventiveness

Additionally, Holbrook proposes that there are no boundaries to the different types of items that can foster a nostalgic connection.

Research has indicated that nostalgia can elicit both positive and negative emotions in an individual, which is why several studies have endeavoured to explore and articulate the emotions evoked by nostalgic experiences. A study by Holak and

Havlena (1998), where individuals were prompted to recount nostalgic experiences associated with objects, people, and events, found that the descriptions often reflected positive emotions such as joy, warmth, affection, and appreciation. This makes sense, primarily because most of the narratives centred around friends and family. However, negative emotions were likewise noted, particularly a certain kind of melancholy and a feeling of loss associated with the inability to re-experience or revisit those past moments.

Goulding (2001) explores the idea that nostalgia consumption not only arises from the consumption experience itself, but also serves as a social tool to manage the stress and tension associated with modern-day life, enabling individuals to find solace from feelings of alienation and frustration. In her analysis of visitor behavior at heritage museums, she discovered that nostalgia was grounded in appreciation for the art of the period, as well as a belief that such art is missing in today's society.

She discovered that people who feel empowered, take charge of their lives, and are satisfied with their social standing typically do not respond nostalgically to reminders of the past. Conversely, those experiencing unfavorable circumstances and lacking a supportive social network often resort to memories of the past as a temporary escape from feelings of estrangement.

Predisposition to Nostalgia, Age and Gender

Many researchers have speculated that some individuals may have a heightened or reduced susceptibility to nostalgia when exposed to specific triggers. Holbrook and Schindler (1991) constructed a 20-item scale to gauge an individual's predisposition to nostalgia. Subsequent analysis has streamlined this index into just 8 components that effectively establish an individual's susceptibility levels towards nostalgia. This revised index has undergone extensive testing and has been

adopted widely by other researchers. (Havlena and Holak, 1991, Holbrook,1993, Brown, 1999)

Numerous studies have explored the age at which individuals are most predisposed to developing nostalgic sentiments. While many propose that nearing middle age or becoming elderly can increase the likelihood of nostalgic reactions, research conducted by Holbrook and Schindler (1991,1993) found no correlation between age and susceptibility to nostalgia as determined by their index. Furthermore, specific past experiences and periods of substantial change and growth, such as adolescence and early adulthood, seem to elicit stronger nostalgic reactions.

Research by Holbrook (1991, 1993, 2003) infers that enjoyment towards interests such as music, cinema, and even automobiles often reaches its apex around the ages of 20 to 24. This could stem from a phase where such products contribute to extremely positive emotional experiences, causing these preferences to endure throughout individual's lifetime. Susceptibility to nostalgia also seems to influence the preference for things from a specific epoch in a person's life, as shown in a study conducted by Schindler and Holbrook (2003). The study discovered that men with a higher propensity for nostalgia tended to favor cars that were in vogue during their youth, while those less inclined towards nostalgia didn't exhibit the same inclination.

Observations have shown that people's liking for certain things could be linked to a specific time in their lives, but the feeling of nostalgia can be quite selective. Despite individuals reacting to some triggers from a particular era, other triggers from the same era may not elicit any response at all (Holbrook, 1993).

Furthermore, studies on the connection between gender and propensity for nostalgia have provided mixed results. While some findings suggest that there

is no association between gender and nostalgia (Goulding, 2001), research by Holbrook (1993) on film preferences and by Csikszentmihalyi and Rochberg-Halton (1981) found that women are often more prone to nostalgia. It is noteworthy that items that can induce nostalgia can vary widely across genders – while men tend to react to objects related to action, women usually react to contemplative objects (Havlena and Holak, 1991). This trend was also illustrated in a study by Schindler and Holbrook (2003) on car preferences based on nostalgic responses. Among the sample of men, there was a preference for cars from their youth. However, no clear pattern could be discerned among the female participants.