Nostalgia weakens the desire for money
Nostalgia weakens the desire for money
Nostalgia has a strong presence in the marketing of goods and services. Thecurrent research asked whether its effectiveness is driven by its weakening of thedesire for money. Six experiments demonstrated that feeling nostalgic decreasedpeople’s desire for money. Using multiple operationalizations of desire for money,nostalgia (vs. neutral) condition participants were willing to pay more for products (experiment 1), parted with more money but not more time (experiment 2), valued money less (experiments 3 and 4), were willing to put less effort into obtaining money (experiment 5), and drew smaller coins (experiment 6). Process evidence indicated that nostalgia’s weakening of the desire for money was due to its capacity to foster social connectedness (experiments 5 and 6). Implications for price sensitivity, willingness to pay, consumer spending, and donation behavior are discussed. Nostalgia may be so commonly used in marketing because it encourages consumers to part with their money.
nostalgia, money
713-729
Sedikides, Constantine
9d45e66d-75bb-44de-87d7-21fd553812c2
Lasaleta, Jannine D.
6d0f72fe-ae64-4366-b588-2245f574b175
Vohs, Kathleen D.
5bc0982c-2874-4e5c-be46-345c980b75a8
October 2014
Sedikides, Constantine
9d45e66d-75bb-44de-87d7-21fd553812c2
Lasaleta, Jannine D.
6d0f72fe-ae64-4366-b588-2245f574b175
Vohs, Kathleen D.
5bc0982c-2874-4e5c-be46-345c980b75a8
Sedikides, Constantine, Lasaleta, Jannine D. and Vohs, Kathleen D.
(2014)
Nostalgia weakens the desire for money.
Journal of Consumer Research, 41 (3), .
(doi:10.1086/677227).
Abstract
Nostalgia has a strong presence in the marketing of goods and services. Thecurrent research asked whether its effectiveness is driven by its weakening of thedesire for money. Six experiments demonstrated that feeling nostalgic decreasedpeople’s desire for money. Using multiple operationalizations of desire for money,nostalgia (vs. neutral) condition participants were willing to pay more for products (experiment 1), parted with more money but not more time (experiment 2), valued money less (experiments 3 and 4), were willing to put less effort into obtaining money (experiment 5), and drew smaller coins (experiment 6). Process evidence indicated that nostalgia’s weakening of the desire for money was due to its capacity to foster social connectedness (experiments 5 and 6). Implications for price sensitivity, willingness to pay, consumer spending, and donation behavior are discussed. Nostalgia may be so commonly used in marketing because it encourages consumers to part with their money.
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Lasaleta, Sedikides, & Vohs, 2014, JCR
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e-pub ahead of print date: 2 July 2014
Published date: October 2014
Keywords:
nostalgia, money
Identifiers
Local EPrints ID: 368722
URI: http://eprints.soton.ac.uk/id/eprint/368722
ISSN: 0093-5301
PURE UUID: 7acbc97a-78c1-41a3-9dae-e4cfa508f78b
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Date deposited: 09 Sep 2014 11:06
Last modified: 14 May 2026 16:34
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Author:
Jannine D. Lasaleta
Author:
Kathleen D. Vohs
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