The influence of nostalgia on consumer preference

Abstract

The main objectives of this study were to investigate the influence of nostalgia on consumer preference and to measure levels of nostalgia amongst multicultural groups. The study was based on past research in the field and used a modified version of a questionnaire developed by Holbrook (1993). A non-probability convenience sample (N = 504) was drawn from English, Afrikaans and Xhosa speaking consumers in the Eastern Cape. Field work was carried out by students of industrial psychology at the University of Port Elizabeth. Different levels of nostalgia emerged from the sample. These differences can be attributed to socio- demographic variables such as language, age, education and income. Results suggest that nostalgia not only influences consumer preference but also that nostalgic consumers represent an important market segment. Due to the complexity of the construct, marketers however need to be cautious when using nostalgia as a marketing tool.

Opsomming
Die hoof doelstellings van hierdie studie was om die invloed van nostalgia op verbruikersvoorkeure te ondersoek en vlakke van nostalgia by multikulturele groepe te meet. Die studie is gegrond op vorige navorsing in die veld en maak gebruik van 'n uitgebreide weergawe van 'n vraelys ontwikkel deur Holbrook (1993). 'n Nie-ewekansige gerieflikheidsteekproef (N = 504) is getrek uit Engels, Afrikaans en Xhosa-sprekende verbruikers in die Oos-Kaap. Veldwerk is uitgevoer deur bedryfsielkundestudente van die Universiteit van Port Elizabeth. Verskillende vlakke van nostalgia het na vore getree uit die steekproef. Hierdie verskille kan toegeskryf word aan sosio-demografiese veranderlikes soos taal, ouderdom, opvoeding en inkomste. Bevindinge suggereer dat nostalgia nie slegs verbruikersvoorkeure beihvloed nie maar ook dat nostalgiese verbruikers 'n belangrike marksegment verteenwoordig. Bemarkers moet egter versigting wees in die gebruik van nostalgia as 'n bemarkingsinstrument, as gevolg van die kompleksiteit van die konstruk.