The Influence of Nostalgia on People′s  Desire for Money——An Exploratory Study#br#

JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM ›› 2017, Vol. 19 ›› Issue (5): 82-89.

The Influence of Nostalgia on People′s Desire for Money——An Exploratory Study#br#

School of Marketing Management, Liaoning Technical University, Huludao 125105, China

Received:2017-04-12 Online:2017-10-31

Abstract

Abstract: The influence of nostalgia on the desire for money is explored, and through three experiments, it is demonstrated that nostalgic feeling decreases people′s desire for money Specifically, under nostalgic (vs neutral) condition, participants were willing to pay more for products due to its capacity to foster perceived social support (experiment 1), to spend more money but not more time (experiment 2), and value money less (experiments 3) This study enriches the existing literature on nostalgia and money, and conclusions have far-reaching implications for marketers, policy makers, charities and political organizations

Key words: nostalgia, desire for money, perceived social support

CLC Number:

F71355

GAO Xiao-qian，LI Bao-ku，YAO Ruo-xi. The Influence of Nostalgia on People′s Desire for Money——An Exploratory Study#br#[J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2017, 19(5): 82-89.

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