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The Role of Nostalgia in Self-congruence Consumption

자아일치 소비에 대한 노스탤지어의 역할

  • 김동규 (동국대학교(서울) 경영대학 경영학전공) ;
  • 전승우 (동국대학교(서울) 경영대학 경영학전공) ;
  • 박준우 (동국대학교(서울) 경영대학 경영학전공) ;
  • 황천덕 (동국대학교(서울) 경영대학 경영학전공)
  • Received : 2016.09.01
  • Accepted : 2016.09.23
  • Published : 2016.10.28

Abstract

This study examined the interaction of nostalgia and self-congruence on consumer behavior. We proposed that nostalgia make consumers' brand attitude and purchase intention more positive when the level of congruence between the brand and consumer's ideal self-image is high, irregardless of the level of actual self congruence. 283 middle-aged people participated and 2(nostalgia: stimuli vs. control) X 2(ideal self-congruence: high vs. low) between subject design is used. The result showed the interaction effect of nostalgia and ideal self congruence. Nostalgia-primed (vs. control) participants reported higher brand attitude and purchase intention to the ideal self-congruent brand. Finally the theoretcal and practical implications and limitations of this study are discussed.

Keywords

Nostalgia;Self-congruence Consumption;Ideal Self-congruence;Actual Self-congruence

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