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Definition The term nostalgia describes a yearning for the
past, often in idealized form. Source: en.wikipedia.org/wiki/Nostalgia A Standard Life study suggests 28 to 40-year-olds
don't plan for the future because they prefer to reminisce about past times. Yet experts say nostalgia can give meaning to our seemingly dull lives.
This represents a huge marketing opportunity in nostalgic products and services.
A Nostalgia Workout List your cherished memories Find photos or mementos from happy times Close your eyes and think about what is outside
the "picture frame" to conjure subtle details Reminiscing with people from your past
strengthens relationships Take mental snapshots and save mementos of
happy times for future nostalgia
Source: Psychology Today
Key Facts Businesses and advertisers have known for years
that nostalgia sells, that the products popular during a person's youth will influence their buying habits throughout their lifetime.
"But they didn't know why, and they perhaps didn't care - that was their endgame, to figure out how to sell things," says psychologist Clay Routledge, of North Dakota State University.
Key Facts In recent years, psychologists have been trying to
analyse the powerful and enduring appeal of our own past - what Mr Routledge calls the "psychological underpinnings of nostalgia".
"Why does it matter? Why would a 40-year-old man care about a car he drove when he was 18?" he asks. It matters, quite simply, because nostalgia makes us feel good.
Nostalgia pervades cars, music, fashion and IT products.
Nostalgia - Cars
Nostalgia - Music Past Perfect Vintage music is an
independent record label founded in 1993. They remaster original 78 rpm records; old music with the characteristic crackle removed; and then produce them for a new life on CDs, MP3 players, iPods, media cards and USB flash drives.
They have only 50 albums of the most popular music from the 1920s, 30s and 40s. From classic jazz and swing, to amazing big bands and dance bands, and French chansons and vintage love songs. Roaring 20s Memorabilia Pack
A replica pack containing quality reproduced paper memorabilia. Perfect for themed parties along with our 1920s music CDs - Fascinating Rhythm and Charleston.
Nostalgia - Fashion Fashion looks to the past
for inspiration, but in the late 1960s and through the 1970s, fashion was inspired by a nostalgic view and perception of the 1920s through the 1940s.
Nostalgia - Technology The vintage Commodore 64
personal computer is getting a makeover in 2011, with a new design and some of the latest computing technologies, as the brand gets primed for a comeback.
The Commodore 64 was a home computer running on an 8-bit processor released by Commodore International in 1982. The computer was one of the most popular models of all time, selling close to 17 million units between 1982 and 1994, according to the Computer History Museum.
You are welcome to contact Nigel Bairstow at B2B Whiteboard your source of B2B Asia / Pacific marketing advice
Nostalgia Experiments In one experiment, the participants played a ball-tossing game on a
computer in which some people were excluded soon after beginning. "Those people who were excluded after just a couple of ball tosses not
only said that feeling like they belong is more important to them than people who were not excluded did, but they also chose more nostalgic than contemporary products in a variety of categories, including movies, TV shows, food brands, cars, and even shower gel," the authors write.
In a final experiment, the authors discovered that when participants were excluded (from the same ball game as in the previous experiments) they not only felt a higher need to belong, but their need to belong was "cured" by eating a "nostalgic cookie" -- a brand that had been popular in the past.
Source: Katherine E. Loveland, Dirk. Smeesters, and Naomi Mandel.Still Preoccupied with 1995: The Need to Belong and Preference for Nostalgic Products. Journal of Consumer Research:, October 2010