In Solitude or In Company: Influence of Different Types of Nostalgic Memories on Self-Construal and Consumer Choice

Abstract

How do different types of nostalgic memories – of solitary and social past events – affect consumer preferences for conformity (purchase preference for products endorsed by the majority vs. minority), and how is this influence mediated by self-construal? To answer this research question, an experiment was conducted with a sample of 192 students from a Turkish university. The results reveal that, those who remember a solitary nostalgic event show higher levels of independent self-construal and thereby, demonstrate a greater preference for the minority endorsed product option compared to those who recall a social nostalgic event. This effect is relevant when self-construal is assessed through distinctiveness activation index, but not when self and others thoughts index is used as a measure. The research provides insight into nostalgic memory and its effects on the self and consumer choice. Implications for marketing practitioners and policymakers are discussed.