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Anhang

Anhang 1 Angebotsbeispiele pro Leistungskategorie

Tabelle 71: Angebotsbeispiele pro Leistungskategorie

Leistungsart Angebotsbeispiele

Handel mit alten Objekten

Flohmärkte, Second-Hand-Läden (Golden Retro), Auktionshäuser (Sothe-by’s), Antiquariate, Antiquitätenhändler

Veröffentlichung alter Objekte Museen, TV- und Radiosender Restauration und Bewahrung alter Objekte

Restauration von Kunstwerken, Gebäude, Antiquitäten,

Reproduktion alter Produkte Reproduktion von Filmen wie „Star Wars“, Produkte wie Creme 21, … Nutzung von Vergangenem bei mindestens einem Leistungs-merkmal

- in Produktions- und Ferti-gungsprozess

z.B. bei Schmuck (Uhr), Möbel, Kleidung (Borsalino), Genussmittel, Handwerk, Dienstleistungen wie Friseur, Massage, Heilkunde, alte Rezep-tur/Gastronomie

- in Stil & Design

z.B. bei Automobil (PT Cruiser, VW Käfer, Mini), Einrichtungsgegenstän-de u.a. auch bei Gastronomie&Hotelgewerbe (Nostalgieimkinderzimmer), Kleidung (Golden Retro, Hippie-Kleidung, Nike’s Michael Jordon XI Retro Sneakers), Alltagsgegenstände (Nostalgieimkinderzimmer,), Verpa-ckung/Aufmachung im Stil alter Zeiten (alte Blechschilder, Persil)

- in Funktionalitäten Alltagsgegenstände: Nostalgieimkinderzimmer, Manufactum

- in Kommunikation z.B. kommunikativer Bezug auf Vergangenheit (Werthers Echte, Dr. Oet-ker, Lindt)

Aufbereitung von überliefertem Wissen zu vergangene Zeiten

- Fokus sachlicher Zugang z.B. Zeitungen, Zeitschriften, TV&Radio (PM-History, Damals, GEO Epoche, phoenix, …), Museen, Stadtrundfahrten, Bildungsreisen zu histo-rischen Schauplätzen, Themenparks, Forschungsinstitute, Verlage

- Fokus Emotionen z.B. Musik in TV & Radio („Oldie FM“, „Die 80er Jahre-Show“), Motto-Parties (70er-Jahre Party), Kultur- und Freizeitangebote (Mittelalterfeste, Themenparks, Nostalgietouren), Zeitschriften, Memorienservice

Quelle: eigene Darstellung

T. Kießling, Nostalgie und Retro-Trends als Marketingchance, DOI 10.1007/978-3-8349-4355-2, © Springer Fachmedien Wiesbaden 2013

246 Anhang

Anhang 2 Anpassung der Nostalgieitems aus dem Pre-Test für die Hauptbefra-gung

Tabelle 72: Auflistung der vorgenommenen Itemadaption für die persönliche und historische Nostalgie nach dem Pre-Test

Indikatorformulierung im Pre-Test Änderung für Hauptbefragung

Persönliche Nostalgie

• Ich würde gern viele Momente meines Lebens noch einmal erleben.

• Ich wünsche mir häufig Momente aus meinem Leben oder dem Leben meiner Familie zurück.

• Ich erinnere mich oft an schöne Erlebnisse aus mei-nem Leben.

• Ich sehne mich oft nach meiner Kindheit oder ande-ren Abschnitten aus meinem Leben zurück.

• Ich sehne mich oft nach Momenten aus meinem Leben zurück.

Historische Nostalgie

• Ich wünschte ich könnte so leben wie die Menschen vergangener Epochen.

• Das Lebensgefühl vergangener Epochen hätte ich gern selbst erlebt.

• Der Zeitgeist früherer Epochen spricht mich sehr an.

• Obwohl ich es nicht selbst erlebt habe, glaube ich, dass vergangene Epochen der Gegenwart in vielen Dingen überlegen waren.

• Könnte ich wählen, hätte ich gern in einer früheren Epoche gelebt.

• Ich beschäftige mich oft und gern mit Dingen, die viele Leute als nicht zeitgemäß ansehen.3)

• Ich mag es über die Geschichte von Dingen zu lesen. 4)

• Die Vergangenheit interessiert mich wenig, sie ist am besten in Büchern aufgehoben. 4)

• Ich verstehe nicht, warum Menschen vergangenen Epochen hinterhertrauern, die sie noch nicht einmal selber erlebt haben. 5)

ohne Adaption übernommen


nicht übernommen1)

nicht übernommen1)

• Ich sehne mich oft nach schönen Zeiten oder Din-gen aus meinem Leben zurück. 2)





nicht übernommen1)

• Ich beschäftige mich oft und gern mit vergangenen Zeiten, auch wenn ich sie nicht selbst erlebt habe.

• Die Vergangenheit bzw. bestimmte Epochen der Vergangenheit finde ich sehr gut.

• Ich begeistere mich für die Vergangenheit bzw. bestimmte vergangene Epochen, auch wenn ich sie nicht selber erlebt habe.

• Ich verstehe nicht, warum sich Menschen für ver-gangene Epochen interessieren, die sie noch nicht einmal selber erlebt haben.

1) Aus Platzgründen erfolgt bei der Hauptbefragung trotz guter Gütekriterien des Items keine Übernahme. 2) Aufgrund der bisher starken Fokussierung auf intangible „Momente“ bei allen drei Items der persönlichen Nos talgie erfolgte eine leichte Umformulierung des Items und damit die Berücksichtigung von tangiblen Objekten als Bezugsgrößen der persönlichen Nostalgie. 3) Die Formulierung „nicht zeitgemäße Dinge“ kann zu breit interpretiert werden und wurde aus diesem Grund konkreter an die Konzeptionalisierung von historischer Nostalgie angepasst.

Anhang 247

4) Beide Items beschäftigen sich im Kern mit dem Interesse an der Vergangenheit, sind aber im ersten Fall zu kon kret formuliert (beschränkt „nur“ auf das Lesen) und im zweiten Fall mit einem unsachlichen und unnötigen Nebensatz versehen. Als Adaption wurden zwei Items gewählt, die im Allgemeinen das Interesse gegenüber der Vergangenheit ausdrücken. 5) Hier wurde lediglich das etwas wertende Verb „hinterhertrauern“ gegen ein neutraler anmutendes Verb ersetzt.

248 Anhang

Anhang 3 Stichprobenbeschreibung

Tabelle 73: Stichprobenzusammensetzung der Online- und Offline-Stichprobe

Gesamtstichprobe Offline-Stichprobe Online-Stichprobe

Geschlecht männlich: 40% weiblich: 60%

männlich: 39% weiblich: 61%

männlich: 41% weiblich: 59%

Alter Mittelwert: 32 Jahre Min: 18, Max: 76 Altersgruppenverteilung: -25: 39% -35: 34% -45: 12% -55: 6% -65: 6% 65+: 3%

Mittelwert: 41 Jahre Min: 18, Max: 76 Altersgruppenverteilung: -25: 18% -35: 25% -45: 22% -55: 13% -65: 14% 65+: 8%

Mittelwert: 28 Jahre Min: 18, Max: 67 Altersgruppenverteilung: -25: 50% -35: 39% -45: 6% -55: 3% -65: 2%

Bundesland

(nur Nennungen größer 2%)

Sachsen: 62% Niedersachsen: 12% Thüringen: 6% Brandenburg: 4% Ba-Wü: 3% Bayern: 2% NW: 2% Sachsen-A.: 2% Hessen: 2% Berlin: 2%

Sachsen: 53% Niedersachsen: 24% Thüringen: 9% Brandenburg: 3% NW: 2% Sachsen-A.: 4%

Sachsen: 67% Niedersachsen: 5% Thüringen: 4% Brandenburg: 4% Ba-Wü: 5% Bayern: 3% NW: 2% Hessen: 2% Berlin: 2%

Schulabschluss Abitur: 41% Uni: 35% Real/Mittelschule: 13% FH: 7% Hauptschule: 3% Sonstige: 1%

Abitur: 22% Uni: 24% Real/Mittelschule: 32% FH: 14% Hauptschule: 8%

Abitur: 50% Uni: 41% Real/Mittelschule: 3% FH: 3% Sonstige: 2%

Beruf

(nur Nennungen größer 2%)

Student: 43% Angestellter: 30% Beamter: 7% Arbeiter: 4% Leitender Ang.: 4% Rentner: 4% Selbständig: 3%

Student: 11% Angestellter: 39% Beamter: 10% Arbeiter: 10% Leitender Ang.: 6% Rentner: 11% Selbständig: 5% Hausfrau: 5% Auszubildender: 2%

Student: 60% Angestellter: 26% Beamter: 5% Leitender Ang.: 2% Selbständig: 2% Arbeitssuchend: 2%

Anhang 249

Anhang 4 Mittelwerte für die vergangenheitsbezogenen Leistungen der empiri-schen Untersuchung

Tabelle 74: Einstellung und Kaufabsicht (Mittelwerte) gegenüber vergangenheitsbezogenen Produkten (globale Untersuchungsobjekte)

Einstellung Kaufabsicht Produktart

Mittelwert Standard-abweich.


Produkte aus vergangenen Zeiten bzw. im Stil vergangener Zeiten

4,9 1,29 3,9 1,47

Angebote und Dienstleistungen, welche sich mit der Vergangenheit auseinanderset-zen

5,6 1,24 4,7 1,49

Produkte und Dienstleistungen, die mich an mein Leben oder an das meiner Familie erinnern

5,5 1,14 4,7 1,32

Tabelle 75: Einstellung und Kaufabsicht (Mittelwerte) gegenüber vergangenheitsbezogenen Produkten (konkrete Untersuchungsobjekte)

Einstellung Kaufabsicht Produktart



Antike Möbel 4,5 1,87 3,6 2,00

BMW Mini 4,7 1,72 3,4 1,98

VW Käfer Oldtimer 4,8 1,84 2,8 1,96

Urlaub mit Schwerpunkt „Historie & Kul-tur“

5,0 1,59 4,5 1,88

Nostalgische Bewerbung des Milchpro-dukts

4,2 1,68 3,6 1,99

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