Challenging industry assumptions by proving nostalgia's surprising negative impact on consumer purchasing decisions
In an era where companies like Disney invest heavily in remake-driven nostalgia marketing, I set out to investigate a fundamental question that was surprisingly underexplored: Does nostalgia actually increase purchase intent for physical products?
The study aimed to help marketers make evidence-based decisions by empirically testing the relationship between nostalgia and consumer decision-making. Previous research suggested that stress could decrease purchase intent, while nostalgia could increase a sense of safety. My hypothesis was that nostalgia might lead to higher purchase intent by reducing stress. However, the results revealed something unexpected that challenges conventional marketing wisdom.
To determine whether experiencing nostalgia before a purchase decision leads to higher levels of purchase intent, with stress as a potential moderator.
April-May 2023, with participant recruitment between April 5 and April 20, 2023.
Lead Researcher: Designed the study, developed survey instruments, conducted statistical analysis, and authored the research paper.
Qualtrics (survey development), SPSS, R-Studio (statistical analysis), Pearson's correlation, Regression analysis.
Major entertainment companies and brands invest billions in nostalgia-driven content and marketing, yet there was a surprising lack of empirical research on whether nostalgia actually drives purchase intent for physical products. This created an opportunity to challenge established marketing practices with data-driven insights.
I designed a correlational non-experimental study to evaluate the effects of nostalgia (predictor variable) and stress (moderator variable) on purchase intent (outcome variable). By developing an evidence-based approach with validated measurement instruments, I could empirically test the relationship between these variables.
Scatter plot showing the negative correlation between experienced nostalgia and purchase intent, contradicting common marketing assumptions.
The research process involved a carefully designed methodology to test the relationship between nostalgia and purchase intent, with stress as a potential moderating factor. I approached this study with scientific rigor while working within the constraints of limited resources.
I began by conducting a comprehensive review of existing research on nostalgia, consumer behavior, and stress. Based on previous studies suggesting that nostalgia could increase a sense of safety (Kusumi et al., 2019) and that stress can decrease purchase intent (Pappas et al., 2017), I formulated the hypothesis that higher nostalgia would lead to lower stress, which would then lead to higher purchase intent.
I designed a Qualtrics survey with three main components: the PSS-10 questionnaire to measure stress, a modified nostalgia scale, and a purchase intent scale. To measure nostalgia, I used images of iconic generational products (e.g., silly bands for Gen Z) with a 5-point Likert scale. For purchase intent, I showed neutral, ungendered products with a 5-point scale asking about likelihood of purchase. I recruited 40 participants through social media platforms and word-of-mouth, with an Amazon gift card raffle as an incentive.
After collecting survey responses, I cleaned the data by removing one incomplete submission. I then conducted statistical analyses using R-Studio, including a Pearson's product-moment correlation to analyze the relationship between nostalgia and purchase intent, and a regression analysis to test whether stress moderated this relationship. The data was carefully analyzed to ensure statistical validity despite the limited sample size.
The final step involved interpreting the statistical results and developing a comprehensive research paper. I focused on explaining the unexpected negative correlation between nostalgia and purchase intent, discussing the implications for marketing strategies, and acknowledging the study's limitations while suggesting directions for future research.
The research yielded surprising findings that challenge conventional marketing wisdom and provide valuable insights for marketers, content creators, and businesses leveraging nostalgia in their strategies.
Beyond the numbers, this research uncovered several important insights with significant implications for marketing strategies:
"This research highlights the importance of evidence-based decision making in marketing. Despite the entertainment industry's heavy investment in nostalgia-driven content, our data suggests that marketers should be cautious when leveraging nostalgia in their branding and advertising strategies, as it may not always lead to positive outcomes."
— From the research paper conclusion
This research project provided valuable insights not only about the relationship between nostalgia and consumer behavior but also about conducting meaningful research with limited resources. The experience reinforced the importance of questioning industry assumptions and the value of data-driven decision making.
This research demonstrated that curiosity and critical thinking can lead to valuable insights even with minimal resources. By questioning industry assumptions about nostalgia marketing, I gained practical experience in research methodology and statistical analysis while discovering surprising findings that challenge conventional wisdom. This project reinforced my belief that evidence-based approaches should guide business decisions, rather than untested assumptions that may be costing companies millions in misallocated marketing budgets.
Interested in the complete research findings? Download the full research paper that details the methodology, results, and implications of this study.
Download Full Research Paper (PDF)