The Effects Of Consumer Nostalgia Proneness And Nostalgic Mood On The Consumption With Uncertainty

Under the rapid development of this era,the fast technology innovation and unstable economic environment make consumers become more and more anxious and feel insecure in the modern life.Consumption with uncertainty may occur anywhere.Recently,nostalgia has become a trend,especially the nostalgia in pop music,which helps people relieves their restlessness.Since the concept of Consumer Nostalgia had been introduced to marketing in 1991,the focus of the research theme gradually shifted from pathology to psychology,consumer behavior,advertising,etc.Based on a lot of reading and combing the existing research about consumer nostalgia,this research focus on the positive function of nostalgia which may have effects on the consumption with uncertainty.There are consumer nostalgia proneness and nostalgic mood for a consumer.And there are also two types of consumption with uncertainty,consumption with incomplete information and consumption with uncertain information.To explore the effects of consumer nostalgia proneness and nostalgic mood on the consumption with uncertainty,this research designed four experiments:Experiment 1 examined the effects of consumer nostalgia proneness on consumption with incomplete information,Experiment 2 examined the effects of nostalgic mood on consumption with incomplete information,Experiment 3 examined the effects of consumer nostalgia proneness on consumption with uncertain information,and Experiment 4 examined the effects of nostalgic mood on consumption with uncertain information.The results suggested that under the situation of consumption with incomplete information,the high level of consumer nostalgia proneness or nostalgic mood was positive related with high purchase intention(Experiment 1&2).Under the situation of consumption with uncertain information,the high level of consumer nostalgia proneness was positive related with high likelihood in participation of the promotion(Experiment 3),but not did nostalgic mood(Experiment 4),which needed further validation.Based on the experimental method,this paper enriched academic researches of nostalgia and consumption with uncertainty,and provided a powerful theoretical support for the enterprise to apply nostalgic strategy in consumption with uncertainty.