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ABSTRACT Previous research on consumer nostalgia has concluded that nostalgic feelings primarily have a positive effect on consumers, boosting positive feelings and affective responses. However, evidence suggests that consumers who hold nostalgic feelings toward a specific brand sometimes respond negatively to updated or modified versions of the brand. This research tests the moderating effect of consumers' brand nostalgia on their responses to changes to a brand. Across four studies, the authors find that consumers who are nostalgic toward a specific brand exhibit a positive bias toward the original version of the brand that leads them to perceive the brand as having changed more than do less nostalgic consumers. Further, when the change to the brand is perceived to be large, individuals who are highly nostalgic for a brand show a significantly sharper decrease in reported attitude and behavioral intentions toward the changed brand than do their less nostalgic counterparts. This effect is in opposition to the positive effects of a general tendency toward nostalgia proneness. These results are replicated across multiple product categories and both manipulated and real changes, and the effect is found to be mediated by the consumer's biased perception of how much the brand has changed. [ABSTRACT FROM AUTHOR]

This research seeks to expand the current understanding of nostalgia towards childhood as it relates to consumer brand relationships and provide a framework for better understanding the phenomenon as it appears in both academic and real-world settings. In this paper, the authors use existing literature on nostalgia and consumer interviews to define childhood brand nostalgia as a positively valenced emotional attachment to a brand because of the brand's association with fond memories of the individual's non-recent lived past. A scale to measure an individual's childhood brand nostalgia is developed and tested to ensure convergent, discriminant, and predictive validity. The scale is found to capture individual differences in nostalgic feelings towards a single brand, and individuals are found to have varying levels of nostalgic feelings for multiple brands across multiple product categories. This demonstrates the usefulness of this scale in determining a consumer's nostalgia towards a particular brand from their childhood. Copyright © 2016 John Wiley & Sons, Ltd. [ABSTRACT FROM AUTHOR]

ABSTRACT As arts organizations frequently seek purchases and donations from the same consumers, one of their challenges is identifying which consumers are likely to become donors in the future. With all of the data currently available, many organizations are looking to their databases to predict future consumer behavior. In the customer relationship management literature, models have been developed that allow organizations to use consumer purchase data to predict future purchase behavior. This goal of this research is to extend this literature to determine whether it is possible to predict consumer willingness to donate using purchase behavior data. It is not expected that purchase behavior data will be nearly as accurate a predictor of future donation behavior as past donation behavior would be. Rather, the goal is simply to determine whether organizations would be able to use purchase behavior data as a proxy for relationship perceptions to improve their ability to identify prospective donors among their consumers. Three commonly used methods of prediction based on past behavior are tested using a combination of purchase behavior data and consumer surveys: a segmentation approach, a recency/frequency/monetary value model, and a Pareto/NBD customer relationship management model. Across all three methods, purchase behavior is found to be a poor predictor of both customer relationship perceptions and willingness to donate to the organization. [ABSTRACT FROM AUTHOR]

ABSTRACT This research represents the first systematic empirical examination of the motivation to spread word of mouth about consumption activities in order to self-express, a phenomenon that has been observed in both the academic literature and the popular press. Consumption-focused self-expression is a motivation to engage in word-of-mouth communication that is distinct from other word-of-mouth motivations that have been discussed in the literature. This work defines consumption-focused self-expression word of mouth as communication about one's consumption activities for the purpose of expressing one's self-concept and attracting attention to oneself. A scale to measure consumption-focused self-expression word of mouth is developed and shown to exhibit a consistent scale structure, acceptable reliability, and convergent, discriminant, nomological, and predictive validity. Scores on the consumption-focused self-expression word-of-mouth scale are shown to predict differences in the quantity and nature of consumers' actual word-of-mouth communications via the social networking Web site Facebook. [ABSTRACT FROM AUTHOR]

Previous research has shown that a touch or haptic element attached to a persuasive appeal can increase persuasion, particularly for individuals who have a clear preference for touch to enjoy its sensory feedback (high autotelics). This research extends previous work by including involvement in the context of an appeal by a nonprofit. We find, in an experiment where we manipulate involvement, that when a haptic element is present, high autotelics are more persuaded regardless of their involvement with the message. However, for low autotelics, a haptic element increases persuasion under conditions of low versus high involvement with the message. A second experiment measures involvement and finds that again, under low involvement conditions, both high and low autotelics are persuaded by a touch element. Finally, a field study with a local symphony orchestra is conducted in which involvement with the message is low but involvement with the company is high. In this case, a touch element is only persuasive for high autotelics. © 2011 Wiley Periodicals, Inc. [ABSTRACT FROM AUTHOR]

Abstract: Researchers have operationalized communal and exchange relationship perceptions as either mutually exclusive categories or opposite ends of a continuum. This research conceptualizes these relationships as distinct constructs that should be measured separately. We develop multi-item measures of communal and exchange relationship perceptions and find that they are actually positively correlated. We also examine the way communal and exchange relationship perceptions combine to influence intrinsic, extrinsic, and social motivations to donate, a category stipulated in economics, but not in psychology. We find that both relationship perceptions influence consumer attitudes toward donating through a mix of intrinsic, extrinsic, and social motivations. [ABSTRACT FROM AUTHOR]