Geromarketing: a focus group approach to product reminiscence

Reminiscence has been used as an effective therapeutic technique with the aged. Consumer product memorabilia have been used before as props to induce clients to reminisce. The concept of 'nostalgia marketing' attempts to identify products which were formerly available on the open market, but have now ceased to be manufactured (e.g. Packard automobiles). For the present study, adults over age 60 were interviewed as part of a reminiscence study about consumer products. Participants were prompted to generate reminiscences concerning their favorite fashion trends, favorite cars, favorite inventions, most life-changing inventions, best advertisements or commercials, and favorite brands of products which are no longer available. Results indicated that product slogans and jingles which have been out of use for decades were accurately recalled. Beverages and candies were the most mentioned categories for products which were no longer manufactured. The results and methodology of the present study have important implications for geromarketers.