Nostalgia Way to Indulgence! Influences of Nostalgia, Construal Level, and Self-Monitoring on Indulgent Consumption

• Main Authors: Pei-Ru Shih, 施霈嚅
• Other Authors: Chun-Tuan Chang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/zq298h

碩士 === 國立中山大學 === 國際經營管理碩士學程 === 106 === Previous research focused on nostalgia effects in advertising. Recent researchers suggest that nostalgia influences consumer subsequence unrelated behavior. This research contributes to this evolving research stream by proposing that nostalgia evokes subsequent indulgent behavior. Two moderators are proposed: construal level and individual differences in self-monitoring. Three studies are conducted. In Study 1, a single factor (nostalgia vs. non-nostalgia) design is conducted. In Study 2, the moderating effect of construal level (high vs. low) is examined. In Study 3, self-monitoring (high vs. low) is also considered in addition to construal level. Indulgent behavior is examined with different measures. The results indicate that compared with those who are not evoked by nostalgia, those evoked by nostalgia show a higher tendency in indulgent consumption. Self-reward serves as the underlying mechanism behind the above phenomenon. High-construal level enhances the nostalgia effects on indulgent consumption. The moderating effects of construal level only hold for people with high self-monitoring. This study provides suggestions regarding promoting or reducing indulgent consumption.