Featured Research

from universities, journals, and other organizations

Feeling left out? Why consumers prefer nostalgic products

Date:
March 22, 2010
Source:
University of Chicago Press Journals
Summary:
When people acutely feel the need to belong, they may reach for a nostalgic treat, according to a new study.

When people acutely feel the need to belong, they may reach for a nostalgic treat, according to a new study in the Journal of Consumer Research.

Related Articles


"Have you ever wondered why it is that you are in the mood to watch an old episode of Friends, rather than your current favorite TV show? Or why you are suddenly craving an Otter Pop, a summery treat you haven't eaten since you were a kid?" ask authors Katherine E. Loveland (Arizona State University), Dirk Smeesters (Erasmus University, The Netherlands), and Naomi Mandel (Arizona State University).

The authors examined situations that lead people to prefer nostalgic products (products that remind them of the past) over more contemporary products.

They conducted a series of five experiments in which they found that the key to preferring nostalgic products is the need to belong. "Whenever a situation arises in which people feel a heightened need to belong to a group, or generally need to feel socially connected, they will show a corresponding higher preference for nostalgic products," the authors write.

In one experiment, the participants played a ball-tossing game on a computer in which some people were excluded soon after beginning. "Those people who were excluded after just a couple of ball tosses not only said that feeling like they belong is more important to them than people who were not excluded did, but they also chose more nostalgic than contemporary products in a variety of categories, including movies, TV shows, food brands, cars, and even shower gel," the authors write.

In a final experiment, the authors discovered that when participants were excluded (from the same ball game as in the previous experiments) they not only felt a higher need to belong, but their need to belong was "cured" by eating a "nostalgic cookie" -- a brand that had been popular in the past.

"Next time you know you are feeling left out, try watching a movie that you loved watching in college, or eating a food that reminds you of when you were a kid. It really will make you feel better," the authors conclude.



Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Katherine E. Loveland, Dirk Smeesters, and Naomi Mandel. Still Preoccupied with 1995: The Need to Belong and Preference for Nostalgic Products. Journal of Consumer Research:, October 2010

Cite This Page:

University of Chicago Press Journals. "Feeling left out? Why consumers prefer nostalgic products." ScienceDaily. ScienceDaily, 22 March 2010. <www.sciencedaily.com/releases/2010/03/100322171026.htm>.
University of Chicago Press Journals. (2010, March 22). Feeling left out? Why consumers prefer nostalgic products. ScienceDaily. Retrieved November 29, 2014 from www.sciencedaily.com/releases/2010/03/100322171026.htm
University of Chicago Press Journals. "Feeling left out? Why consumers prefer nostalgic products." ScienceDaily. www.sciencedaily.com/releases/2010/03/100322171026.htm (accessed November 29, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Saturday, November 29, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Tryptophan Isn't Making You Sleepy On Thanksgiving

Tryptophan Isn't Making You Sleepy On Thanksgiving

Newsy (Nov. 27, 2014) — Tryptophan, a chemical found naturally in turkey meat, gets blamed for sleepiness after Thanksgiving meals. But science points to other culprits. Video provided by Newsy
Powered by NewsLook.com
Are Female Bosses More Likely To Be Depressed?

Are Female Bosses More Likely To Be Depressed?

Newsy (Nov. 24, 2014) — A new study links greater authority with increased depressive symptoms among women in the workplace. Video provided by Newsy
Powered by NewsLook.com
Winter Can Cause Depression — Here's How To Combat It

Winter Can Cause Depression — Here's How To Combat It

Newsy (Nov. 23, 2014) — Millions of American suffer from seasonal depression every year. It can lead to adverse health effects, but there are ways to ease symptoms. Video provided by Newsy
Powered by NewsLook.com
Could Your Genes Be The Reason You're Single?

Could Your Genes Be The Reason You're Single?

Newsy (Nov. 21, 2014) — Researchers in Beijing discovered a gene called 5-HTA1, and carriers are reportedly 20 percent more likely to be single. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:

Strange & Offbeat Stories

 

Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins