Nostalgia and consumer behavior

The present review examines how and when nostalgia, a social emotion with a rich history in marketing, affects consumption-relevant outcomes. It comments that in recent years, nostalgia's role within consumer behavior, including advertising, consumption, and product choice operates through feelings of social connectedness, and thus research must consider boundary conditions based on social parameters. Moreover, it discusses the role of nostalgia in buffering the self from threats, how these threats may elicit nostalgia, and the impact on downstream consumption. It finally examines whether nostalgia always does or does not have a positive impact on consumption-relevant outcomes. Across these areas, the review suggests potential future research directions on potential discrepancies that operate through social boundary conditions.