UNDERSTANDING NOSTALGIC CONSUMERS IN A RETAIL ENVIRONMENT: A REVIEW

Abstract

Purpose-The role of nostalgia in the context of retailing is an intriguing area of research. However, previous research has mainly focused on consumer nostalgia in the context of product advertising. This paper aims to identify the main features of consumers' retail nostalgia and to determine a framework for classification and analysis. Methodology-The paper presents the results of an extensive review of the recent literature on the role of nostalgia in the retail context and consumer-related behaviour. Findings-Useful insigths for both retailers and marketers are provided in order to better understand the concept of consumer nostalgia and to enhance the overall retail experience of nostalgic consumers. Consequently, it helps target and capture the segment of nostalgic consumers more effectively. Conclusion-The paper summarizes the relevant retail-related research on consumer nostalgia and provides a framework for an improved understanding of nostalgic consumers in the retailing environment.