Consumer insecurity and preference for nostalgic products: Evidence from China

This research examines the effects of consumersʹ insecurity on their preferences for nostalgic products. Using survey data from a sample of 356 Chinese consumers, the analysis shows that existential insecurity and social insecurity enhance consumersʹ preference for nostalgic products. In addition, the results suggest that marketers can use nostalgic elements to promote sales by relieving consumersʹ insecurity, through designing nostalgic appearance and creating meaningful stories for products.