Featured Research

from universities, journals, and other organizations

Nostalgic consumers are more likely to give to charity

Date:
December 14, 2011
Source:
University of Chicago Press Journals
Summary:
Nostalgia, a sentimental longing for the past, can boost donations and help drum up volunteers, according to a new study.

Nostalgia, a sentimental longing for the past, can boost donations and help drum up volunteers, according to a new study in the Journal of Consumer Research.

Related Articles


"Previous research has shown that nostalgia can increase self-esteem, boost perceptions of meaning in life, and foster a sense of social connectedness," write authors Xinyue Zhou (Sun Yat-Sen University), Tim Wildschut, Constantine Sedikides (both University of Southampton), Kan Shi (Chinese Academy of Sciences), and Cong Feng (Sun Yat-Sen University). "Nostalgia does not just have positive effects for the nostalgic individual but also for others, as beneficiaries of charities."

The authors set out to investigate whether nostalgia increases donor intentions and tangible donations to charity -- and whether it's a good idea to incorporate nostalgia in charity appeals.

In five studies, the authors induced feelings of nostalgia by instructing participants to bring to mind a nostalgic autobiographical event. They then presented participants with a variety of charity appeals.

The researchers then measured participants' intentions toward young earthquake victims or children in relatively deprived rural area of China. In one study they measured concrete intentions to volunteer and donate. In studies 2-4, they examined more global intentions for volunteerism and monetary donations. And in study 5, they measured tangible charitable behavior.

"We have demonstrated that nostalgia augments empathy-based charitable intentions and behavior," the authors write. "It is encouraging to learn that people can mine their nostalgic memories and derive from this a feeling of empathy for the suffering of others."

"For several hundred years, nostalgia has been regarded as a negative emotion," the authors write. "It has been labeled as a medical disease, a brain affliction, and a psychiatric disorder. Recent empirical findings have rendered this view highly questionable. Nostalgia is a predominantly (albeit not exclusively) positive emotion that serves vital psychological functions."


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. Xinyue Zhou, Tim Wildschut, Constantine Sedikides, Kan Shi, and Cong Feng. Nostalgia: The Gift That Keeps on Giving. Journal of Consumer Research, June 2012 DOI: 10.1086/662199

Cite This Page:

University of Chicago Press Journals. "Nostalgic consumers are more likely to give to charity." ScienceDaily. ScienceDaily, 14 December 2011. <www.sciencedaily.com/releases/2011/12/111213110554.htm>.
University of Chicago Press Journals. (2011, December 14). Nostalgic consumers are more likely to give to charity. ScienceDaily. Retrieved December 19, 2014 from www.sciencedaily.com/releases/2011/12/111213110554.htm
University of Chicago Press Journals. "Nostalgic consumers are more likely to give to charity." ScienceDaily. www.sciencedaily.com/releases/2011/12/111213110554.htm (accessed December 19, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Friday, December 19, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Prenatal Exposure To Pollution Might Increase Autism Risk

Prenatal Exposure To Pollution Might Increase Autism Risk

Newsy (Dec. 18, 2014) Harvard researchers found children whose mothers were exposed to high pollution levels in the third trimester were twice as likely to develop autism. Video provided by Newsy
Powered by NewsLook.com
Yoga Could Be As Beneficial For The Heart As Walking, Biking

Yoga Could Be As Beneficial For The Heart As Walking, Biking

Newsy (Dec. 17, 2014) Yoga can help your weight, blood pressure, cholesterol and heart just as much as biking and walking does, a new study suggests. Video provided by Newsy
Powered by NewsLook.com
1st Responders Trained for Autism Sensitivity

1st Responders Trained for Autism Sensitivity

AP (Dec. 16, 2014) More departments are ordering their first responders to sit in on training sessions that focus on how to more effectively interact with those with autism spectrum disorder (Dec. 16) Video provided by AP
Powered by NewsLook.com
Guys Are Idiots, According To Sarcastic Study

Guys Are Idiots, According To Sarcastic Study

Newsy (Dec. 12, 2014) A study out of Britain suggest men are more idiotic than women based on the rate of accidental deaths and other factors. 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