An Investigation of the Effect of Nostalgia Proneness and Consumer Innovativeness on Acceptance of Retro Products

Abstract

Retro products are reinterpretations of products from the past complying with contemporary standards of performance, functioning, or taste. This paper explores consumers’ acceptance of retro products by investigating their inherent paradox of being old and new at the same time. The effect of nostalgia proneness and consumer innovativeness on acceptance of a retro product is assessed and compared to their effect on acceptance of (1) the original version of the retro product and (2) a product which is similarly modern. Results of an empirical study (N = 262) indicate that nostalgia proneness has a positive effect on consumers’ acceptance of the original product, this effect being mediated by positive emotions. However, this effect is not observed for the retro product. In addition, consumer innovativeness has a positive effect on consumers’ acceptance of the retro product and of the similarly modern product, this effect being mediated by perceived newness. These results suggest that consumer innovativeness is a better driver of acceptance of retro products than nostalgia proneness. Theoretical and managerial implications of these findings are discussed.