Moderating Role of Consumer Self-Concept on the Effectiveness of Two Nostalgia Appeals

Existing empirical studies suggest that evoked nostalgia about a brand is positively related to attitude toward the brand. However, it is unlikely that nostalgia appeals are universally effective. Therefore, this research investigates two types of consumer nostalgias—individualistic nostalgia and collectivistic nostalgia— and examines how the relative effectiveness of these two nostalgia appeals is moderated by consumer self-concept (independent versus interdependent). Based on a two-phase study with time-honored Chinese brands, we reveal that, for consumers with an independent self-concept, an individualistic nostalgia appeal is more effective than a collectivistic nostalgia appeal, whereas for consumers with an interdependent self-concept, a collectivistic nostalgia appeal is more effective than an individualistic nostalgia appeal.