Date of Award

1-1-2022

Degree Type

Thesis

Degree Name

Master of Science in Textiles, Fashion Merchandising and Design

Department

Textiles, Fashion Merchandising and Design

First Advisor

Ji Kang

Abstract

Nostalgic product marketing is as popular as ever in today’s age. Many companies are offering retro styled products in an attempt to appeal to generations such as millennials. These products can range from food items, to memorabilia, toys and more. However, there is a gap in research in regards to studying the nostalgic product consumption process, leading from the psychological need, to purchase intention in millennials. Prior literature suggests death anxiety and the need to belong are correlated with nostalgic proneness, which are used as foundation for the study. To add data to this area of study, prior literature regarding nostalgic modes and self-product connections has been used as foundation to explore more data in the field of consumer behavior, and purchase intentions of products with a retro design, and how these products form connections with buying demographics. Survey data from 400 male participants aged between 26-39 were used to study nostalgic product connections, and regression analysis was used to analyze the data. The research presents data which suggests that individuals in the study who experience higher death anxiety, also are more prone to feelings of nostalgia, and in addition experience a higher need to belong. The nostalgic proneness an individual has, as well as the need to belong, then increase nostalgic modes, which lead to higher self-product connections. High self-product connections then lead to a higher likelihood of purchase intention among the participants.

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Available for download on Sunday, January 12, 2025

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