NNN... Nostalgi: Om effekterna av nostalgi vid konsumtion

Sammanfattning: The presence of nostalgic emotions during consumption is often seen as something purely positive to a product. To evoke these emotions has become a very common tool in marketing and advertising. Paradoxically very few studies have focused on the effects of nostalgia. The purpose of the thesis has been to understand how the presence of nostalgic emotions during consumption effect consumers. The research model used is a quantitative study with testing of hypotheses generated from theory. The empirical data consists of 500 surveys. The conclusions are: ' An increase in the amount of perceived nostalgia during consumption gives significantly positive effects on both attitudes to the consumption experience and brand as well as intentions to buy, use and recommend. ' When nostalgia is compared to other emotions, the positive effects diminishes. This shows that nostalgia must be understood in the context where it is created. ' Nostalgia can be a part of a chain of emotions, where nostalgia can create emotions such as joy or excitement, thereby indirectly creating positive consumption effects. ' There is a need for a broader perspective when studying the effects of a single emotion.