Nostalgia's fulfillment of agentic and communal needs: How different types of self-concepts shape consumer attitudes toward nostalgia
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Nam, Jiyeon | - |
dc.contributor.author | Lee, Yun | - |
dc.contributor.author | Youn, Nara | - |
dc.contributor.author | Kwon, Kyoung-Min | - |
dc.date.available | 2020-07-10T06:01:46Z | - |
dc.date.created | 2020-07-06 | - |
dc.date.issued | 2016-07 | - |
dc.identifier.issn | 1472-0817 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/7661 | - |
dc.description.abstract | This research investigates how consumers' different types of self-concepts (agentic vs. communal) shape their attitudes toward nostalgia. Experiment 1, using a two (self-concept: agentic vs. communal) by two (nostalgia: nostalgic vs. non-nostalgic) between-subjects design and a series of multivariate analysis of variance and Hayes's PROCESS Model 8, showed that agentic and communal participants' preference was not increased in the non-nostalgic condition but was increased in the nostalgic condition. Self-concept indirectly influenced participants' preference for the nostalgic product through different functions of nostalgia; Agentic participants' likelihood of buying a nostalgic product and recommending it to others increased through enhanced self-positivity, whereas communal participants' likelihood of buying a nostalgic product and recommending it to others increased through enhanced social connectedness. In Experiment 2, these results were replicated in the context of a public education campaign, and participants' chronic self-concepts were measured. Participants with different chronic self-concept tendencies were randomly assigned to nostalgic or non-nostalgic conditions and were asked to indicate their attitudes toward the campaign. As in Experiment 1, a series of regression and Hayes' PROCESS Model 8 revealed that agentic and communal participants' attitudes were not enhanced in the non-nostalgic condition but were enhanced in the nostalgic condition. Agentic (communal) individuals' favorability toward the nostalgic message about advocacy increased through enhanced self-positivity (social connectedness). It appears that consumers with different self-concepts (agentic vs. communal) experience enhanced feelings relevant to their self-concepts (self-positivity vs. social connectedness) when presented with nostalgic appeals for an object, and these heightened feelings drive an increased preference for it. Copyright (C) 2016 John Wiley & Sons, Ltd. | - |
dc.language | 영어 | - |
dc.language.iso | en | - |
dc.publisher | WILEY | - |
dc.subject | MEMORIES | - |
dc.subject | AGENCY | - |
dc.subject | PREFERENCES | - |
dc.subject | ATTACHMENT | - |
dc.subject | PRODUCTS | - |
dc.subject | TASTES | - |
dc.title | Nostalgia's fulfillment of agentic and communal needs: How different types of self-concepts shape consumer attitudes toward nostalgia | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Youn, Nara | - |
dc.contributor.affiliatedAuthor | Kwon, Kyoung-Min | - |
dc.identifier.doi | 10.1002/cb.1568 | - |
dc.identifier.scopusid | 2-s2.0-84953245889 | - |
dc.identifier.wosid | 000385039600002 | - |
dc.identifier.bibliographicCitation | JOURNAL OF CONSUMER BEHAVIOUR, v.15, no.4, pp.303 - 313 | - |
dc.relation.isPartOf | JOURNAL OF CONSUMER BEHAVIOUR | - |
dc.citation.title | JOURNAL OF CONSUMER BEHAVIOUR | - |
dc.citation.volume | 15 | - |
dc.citation.number | 4 | - |
dc.citation.startPage | 303 | - |
dc.citation.endPage | 313 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.description.journalClass | 1 | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
dc.relation.journalResearchArea | Business & Economics | - |
dc.relation.journalWebOfScienceCategory | Business | - |
dc.subject.keywordPlus | MEMORIES | - |
dc.subject.keywordPlus | AGENCY | - |
dc.subject.keywordPlus | PREFERENCES | - |
dc.subject.keywordPlus | ATTACHMENT | - |
dc.subject.keywordPlus | PRODUCTS | - |
dc.subject.keywordPlus | TASTES | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
94, Wausan-ro, Mapo-gu, Seoul, 04066, Korea02-320-1314
COPYRIGHT 2020 HONGIK UNIVERSITY. ALL RIGHTS RESERVED.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.