Nostalgia, Technology and the Lonely Consumer: Literature Review and Propositions

Informações

Código: MKT1610
Divisão: MKT - Marketing
Tema de Interesse: Tema 01 - Comportamento do Consumidor

Autores

MARÍLIA THOMAZ AYRES DA SILVA (Mestr e Dout em Admin de Empresas /FGV/EAESP - Fundação Getulio Vargas/Esc de Admin de Empresas de São Paulo) ma.ayres24@gmail.com
Delane Botelho (Mestr e Dout em Admin de Empresas /FGV/EAESP - Fundação Getulio Vargas/Esc de Admin de Empresas de São Paulo) delane.botelho@fgv.br

Resumo

Despite the popularity of social networks and technologies that foster social interaction, the excessive use of technology is increasing the number of consumers who feel lonely. Lonely consumers may be likely to show unique consumption patterns, as compared to consumers who do not feel lonely. A high level of loneliness is highly distressing and elicit several compensatory mechanisms to restore social connectedness, such as seeking social support. An alternative strategy for coping with loneliness is to augment subjective perceptions of social support by drawing on nostalgic memories. In this sense, the lonely consumer tends to show preferences for nostalgic products because nostalgia has a restorative function in response to loneliness by fostering social connectedness. This theoretical paper explores the relationship between technology and the demand for nostalgic products and services, and presents a comprehensive literature review on nostalgia, technology and loneliness. We provide propositions to be tested in future studies, that have implications for theory and practice.

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