People more likely to spend money when feeling nostalgic – Research

We’ve often said that ‘nostalgia’ can be a powerful technique when advertising to older consumers, now there’s evidence that it actually works!

Nostalgia, by heightening feelings of connectedness, reduces people’s desire for money, says a team led by Jannine D. Lasaleta of the Grenoble School of Management in France.Macleans

The authors conducted six experiments that looked at how much people were willing to spend, donate, and value money when feeling a sense of nostalgia – evoked social
connectedness.

Inducing warm feelings about a cherished past could bring big benefits for those seeking to part consumers from their money, the researchers say.

Read the full release here.