The relationship between nostalgia and consumer preference: Replication and extension

Abstract

The main objectives of this study were to investigate the relationship between nostalgia and consumer preference and to measure levels of nostalgia amongst multicultural groups. The study is based on past research in the field and uses a modified version of a questionnaire developed by Holbrook (1993). A non-probability convenience sample (N=555) was drawn from English, Afrikaans and Xhosa speaking consumers in the Eastern Cape. Fieldwork was carried out by students of industrial psychology at the University of Port Elizabeth. Results showed that mutually interdependent relationships exist between the measured constructs nostalgia and consumer nostalgic preference. Significant relationships further exist between the measured constructs and distinct biographical variables. These results support previous findings that nostalgic consumers represent an important market segment.

Opsomming
Die hoofdoel van hierdie studie was om n verband tussen nostalgic en verbruikersvoorkeure te ondersoek asook om nostalgievlakke onder multi-kulturele groepe te meet. Die studie is gegrond op vorige navorsing in die veld en gebruik 'n aangepaste weergawe vann vraelys wat deur Holbrook in 1993 ontwikkel is.n Nie-ewekansige genemkheidsteekproef(N=555) is getrek uit Engels, Afrikaans- en Xhosasprekende verbruikers in die Oos Kaap.Veldwerk is uitgevoer deur bedryfsielkunde studente van die Universiteit van Port Elizabeth. Resultate toon onderling interafhanklike verbande tussen die gemete konstrukte, nostalgic en verbruikers se nostalgie-voorkeure. Daar bestaan verder beduidende verbande tussen die gemete konstrukte en bepaalde biografiese veranderlikes. Hierdie resultate bevestig vroere bevindinge dat nostalgiese verbruikers n belangrike marksegment verteenwoordig.