The Influence Of Interpersonal Relationship Threat On Consumers' Nostalgia Preferences

As an emotional consumption behavior,nostalgia consumption is characterized by warm memories and familiar feelings.In the process of consumption,nostalgia products can trigger positive emotions of consumers,which can enhance individual self-esteem and enhance self-evaluation,and nostalgia memories of the common experience with others can make consumers feel more social support,thereby alleviating negative emotions.Nostalgia and its consumption behavior make people's yearning and longing for the past fully depend on their spiritual and material form.Therefore,in our current social life,nostalgic products and nostalgic marketing activities can be seen everywhere.At the same time,the rapid change of modern society has exacerbated the tension of interpersonal relationship.Anxiety and insecurity,accompanied by various interpersonal relationship threats,have a profound impact on the physical and mental health of consumers,making people feel that "clothes are not as new as new,people are not as good as reason".The advent of the consumer era is trying to open up new channels for people in social difficulties.Therefore,in the face of complex interpersonal communication situations,when the threat of relationship arises,what consumer preferences and behaviors are worth discussing.On the other hand,previous academic studies mainly discussed the impact of interpersonal relationship on individuals from a psychological perspective,but seldom explored the impact of interpersonal relationship threats on consumer behavior preferences from a marketing perspective.Therefore,based on the social identity theory and interpersonal relationship threats,this paper explores consumers' preferences for nostalgic products in the context of relationship threats,as well as their psychological mechanism and possible boundary conditions.Specifically,three experiments will be conducted to demonstrate the research issues: Experiment 1 primarily tests the main effect;Experiment 2 re-verifies the main effect through different stimulus materials,while testing the mediating role of sense of control;and Experiment 3 examines the moderating effect of coping styles on interpersonal relationship threats and nostalgia preferences.The results show that:(1)compared with the situation without interpersonal relationship threat,consumers have a higher preference for nostalgic products in the situation with interpersonal relationship threat;(2)sense of control plays a mediating role between interpersonal relationship threat and consumers' preference for nostalgic products;(3)coping style has a moderating effect on the main effect,that is,compared with problem-focused coping style.Consumers in the consumer and control groups have higher preferences for nostalgic products,while consumers in the problem-focused coping group and the control group have no significant difference in the degree of preference for nostalgic products.Through empirical research,this paper verifies consumers' preferences for nostalgic and non-nostalgic products in the context of interpersonal relationship threats,as well as the psychological mechanism and boundary influence conditions of the process,and thus draws Inspiring Suggestions for enterprise nostalgic marketing,and provides effective methods for consumers to deal with interpersonal relationship threats in real life.