![]() ![]() ![]() Specifically, marketers should avoid marketing messages centered on automated tasks when targeting a nostalgia-prone group. The research team finds that the marketing strategies for automated products should begin with an assessment of the level of nostalgia in their target audience and the alignment of the positioning/product design to consumers’ feelings of nostalgia. In a series of 6 experiments with almost 1,500 participants, the researchers first determined “that a high (versus low) degree of automation reduces consumers’ nostalgic feelings about past consumption episodes.” From there, studies examine how firms’ communication strategy can combat the negative role of nostalgia in consumer reactions to automated products. “We conducted this study to understand better how nostalgia negatively impacts consumers’ reactions to automated products, and to clarify how firms can combat this negative association,” says Hoeffler. “Sometimes it’s better to just feel our memories and let them be.A new study, Overcoming the Negative Role of Nostalgia in Consumer Reactions to Automated Products, co-authored by Steve Hoeffler, Professor of Marketing, explores the role of nostalgia in consumer resistance to automated products. While that box of Franken Berry in the grocery store might conjure warm memories of being at the breakfast table as a child, as an adult, a bowl of cereal filled with synthetic dyes and sugary marshmallows might “not taste so good,” Beitelspacher says. With these types of products, it’s usually regret.”Īfter all, people change as they get older. There’s a lot of big emotions there.”Įvery transaction has an associated “post-purchase feeling of either satisfaction or regret. We think: This thing will make me happy if I get it, and someone else won’t have it. “Our satisfaction might be bolstered by outbidding someone else. “And, if the product is pegged to demand and scarcity”-such as a rare Care Bear from the 1980s-that search “often takes place on secondary markets like eBay or Etsy,” so there’s also the thrill of the hunt. “The search for nostalgia products comes from seeking comfort and glorifying memories,” Beitelspacher says. That’s because it’s our memory of the thing, rather than the thing itself, that is comforting. Lauren Beitelspacher, associate marketing professor at Babson “We think of the things that made us happy when we were younger and think they’ll make us happy again.” We think of the things that made us happy when we were younger and think they’ll make us happy again.” The first pull of nostalgia, Beitelspacher says, “happens in middle age. The popularity of nostalgia products is not new, Beitelspacher says, although it “might seem more salient now, because we’ve been in a state of discomfort for so long,” with a pandemic and the polarized political and cultural landscape of recent years. People who buy a Nokia brick phone may be yearning for “a simpler time and easier functionality where you’re not tethered to your phone all day.” The Allure of Nostalgia We want them to eat the candy we ate as a child so we’ll have that commonality,” Beitelspacher says. “We think of the things that made us happy as a child and we want to replicate that for our children. Seeking comfort in nostalgia is a “very human” impulse, says Lauren Beitelspacher, associate professor of marketing at Babson College. “The older I get,” one reviewer on a food blog wrote, “the more I seek out those things that make me feel like a kid again, monster cereals included.” “Just a sturdy, long-lasting phone that’s reminiscent of days past.”Ī slew of other popular “nostalgia products” include the NES Classic Edition (for playing classic Nintendo games, such as “Super Mario Brothers”) and the Polaroid Now instant camera, which one Google review called “simply nostalgia in a snapshot.” Lauren Beitelspacher, associate professor of marketing at Babson Collegeīesides new releases, there are perennial favorites, such as the “monster cereals” popular in the 1970s-Count Chocula, Boo Berry, and Franken Berry-that General Mills rolls out for a limited run every Halloween and markets specifically to adults. “There’s no Twitter, YouTube, or TikTok here,” one review said. Tech magazines praised the phone’s durability, long battery life and-ironically-its lack of features. When Nokia announced in October that it was releasing an updated version of its vintage 6310 “brick” phone from the early 2000s, the internet was abuzz with excitement. ![]()
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