Consumer researchers have recently turned their attention toward exploring the imaginative,
emotional, and evaluative components of the consumption experience. Nevertheless, …

The article reports the results of a study designed to examine directly the emotional
components of nostalgia. Written descriptions of 164 nostalgic experiences provided by 62 …

Nostalgia—a longing lo return home—was first described by Johannes Hofer in 1688.
Recently it has received increased attention from marketers and advertisers. The literature on …

… Havlena and Holak (1991a) present a review of some of the pertinent literature and … In a
paper based on a subset of the same experience descriptions used in this paper, Havlena and …

The role of perceived risk in consumer behavior has been studied extensively by academic
researchers. This paper introduces a methodology for the measurement of the effects of …

This article investigates nostalgia in post-socialist Russia from a consumer behavior
perspective. The research includes the following components: 1) an overview of nostalgia and …

For decades, marketers have trumpeted the importance of word of mouth in influencing
purchase choice, but have still spent billions on brand advertising—without any proof of the link …

This article describes an approach to measuring frequency of exposure to all media at the
individual level and presents a case study illustration based on a cross-platform TV, print, and …

One hundred and forty‐nine verbal descriptions of consumption experiences were analyzed
for important emotion‐related terms. Similarity judgments on the resulting twenty‐eight …

Advertising effectiveness tests combining surveys and electronic tracking of online advertising
are common, and the method is increasingly being utilized within more comprehensive, …