• Title, Summary, Keyword: nostalgia

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The Effect of Nostalgia on Purchase Intention of Retro Fashion Products (노스탤지어 감성이 복고패션 제품의 구매의도에 미치는 영향)

  • Kim, Ha Youn;Choi, Yun Jeong
    • Journal of the Korean Society of Costume
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    • v.66 no.7
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    • pp.139-153
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    • 2016
  • Retro fashion can be defined as re-applied and re-created fashion style where a certain period or a specific style in the past would be recalled. As a unique cultural phenomenon, the 'retro' style has affected not only our daily lives, but also the fashion industry. The purpose of this study is to explore the relationship between the nostalgia and consumer purchase behaviors of retro fashion products in Korea. The data was collected using a self-administered online survey of 224 respondents. The results show that the sub-elements of nostalgia include personal and historical nostalgia. The personal nostalgia positively influences consumers' purchase intention of retro fashion products, whereas historical nostalgia negatively affects retro purchase intention. Interestingly, the moderating effects of self-connection and age of respondents on the relationship between nostalgia and retro purchase intention was identified. The findings highlight the potential role of retro fashion on modern society, as it can overturn any concerns people may have about the gloomy future and the harsh reality.

Effects of Nostalgia, Expectation, and Evaluation on the Intention to Watch a Movie -Focused on the Case of - (향수(nostalgia), 기대 및 평가가 영화 관람의도에 미치는 영향 -<써니>의 사례를 중심으로-)

  • Park, Sun-Young
    • The Journal of the Korea Contents Association
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    • v.13 no.12
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    • pp.614-625
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    • 2013
  • The nostalgia marketing is active in various industrial areas. The nostalgic theme is emerging as a new trend in the film industry. This thesis attempts to investigate empirically the effect of nostalgia, the expectation and the evaluation on the intention to watch a movie. Nostalgia is a sentimental yearning for a former place or time. Expectation is classified into the utilitarian and the hedonic one; the evaluation into the subjective and the objective one. This thesis analyzed the effects of these five factors on the intention to watch a movie. The result shows that the older group felt more nostalgic than the younger; women more than men. Regarding the age, 10-20s are affected by the hedonic expectation, the subjective evaluation, and nostalgia, and over 30s are affected in order of the hedonic expectation and nostalgia. In terms of sex, men are affected most in order of the hedonic expectation, nostalgia and the subjective evaluation. Women are affected most in order of the hedonic expectation and the subjective evaluation. These results indicate that the marketing strategy needs to vary according to age and sex.

Nostalgia in the Context of "the Belt and Road Initiative": An Analysis of a Chinese Documentary: Maritime Silk Road

  • Gu, Zhun
    • Journal of Contemporary Eastern Asia
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    • v.17 no.1
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    • pp.112-129
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    • 2018
  • Produced by Chinese local television stations, Maritime Silk Road is a documentary which adopts ancient Maritime Silk Road as a historical nostalgia to interpret "the Belt and Road Initiative", a contemporary Chinese economic, political, and cultural strategy put forward by Chinese government mainly aiming at the countries of Southeast Asia. The main body of this article has three parts and the first part analyses how the documentary adopts computer-generated imagery (CGI) to create a historical nostalgia about ancient Maritime Silk Road in the period of Imperial China. At the same time, this part also presents a sense of diasporic nostalgia of the overseas Chinese. This historical and diasporic nostalgia is related to Chinese President Xi Jinping's political discourse: "Chinese dream" that propagandises to build a strong China put forward by Xi in 2013. The second part analyses how this historical and diasporic nostalgia legitimates Xi's "Chinese dream" and how it responds to recent territorial dispute when China continuously claims its territorial sovereignty in the South China Sea. In this light, the documentary repeatedly mentions two political rhetoric: "coexistence" (gongcun) and "mutual benefit"(huli gongying) as a practical strategy to deal with the dispute between China and some countries of Association of Southeast Asian Nations (ASEAN). In the third section, the concept of "community of common destiny" (mingyun gongtongti) is adopted by the documentary to depict a convenient and effective organization of China and ASEAN, which is framed as an ultimate goal that Chinese government is depicted as the potential leader of this nostalgic community. At the same time, by providing different and even opposite viewpoints, this article discusses three controversial political rhetoric to present how historical and diasporic nostalgia is politicalized and served for Chinese diplomacy and national interest. Overall, this article argues that the documentary creates a glorious ancient Maritime Silk Road, as a sense of nostalgia, to expand China's economic and political influence, to respond to the controversial issues, and to reassert China's leadership as the centre of Asia.

Fashion product purchase criteria, fashion information sources, and attitudes toward eco-friendly and fast fashion products based on consumer innovativeness and nostalgia (소비자 혁신성과 노스탤지어 성향에 따른 패션상품 구매기준, 패션정보원 활용, 패스트 패션상품과 친환경 패션상품에 대한 태도 특성)

  • Seo, Min Jeong;Jun, Dae-Geun
    • Journal of the Korea Fashion and Costume Design Association
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    • v.21 no.2
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    • pp.1-13
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    • 2019
  • The objectives of this study are (1) to classify fashion consumers based on innovativeness and nostalgia and (2) to explore the differences in product purchase criteria, fashion information sources, and attitudes toward eco-friendly and fast fashion products among the identified groups of consumers. A total of 327 respondents were clustered into four distinct groups: (1) high innovativeness and low nostalgia, (2) high innovativeness and high nostalgia, (3) low innovativeness and high nostalgia, and (4) low innovativeness and low nostalgia. The four groups showed significant differences in the purchase criteria of quality, design, and brands and no difference in the criteria of functionality and washing methods. The four groups preferred different sources of fashion information: fashion magazines, people in the street, and salespeople, but did not differ in terms of social networking services (SNS) and in-store displays. While the four groups had significantly different attitudes toward eco-friendly fashion products, they did not show differences in attitudes toward fast fashion products, excluding usefulness. These meaningful results provide guidelines for developing more effective merchandising strategies for both eco-friendly and fast fashion products.

The Effects of the Verbal Anchoring in the Nostalgia Ads -The Moderating Role of Nostalgia Familiarity, product type- (향수광고의 언어적 의미 고정수준이 광고효과에 미치는 영향 -향수의 친숙성과 제품유형의 조절효과를 중심으로-)

  • Kim, Sung-Jae
    • The Journal of the Korea Contents Association
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    • v.18 no.4
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    • pp.77-88
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    • 2018
  • In this study, we conducted an experiment with the 219 undergraduates to find out the controlling effects of the verbal anchoring (low, high, non) in the nostalgia ads and the consumers' responses according to the product types (emotional/rational). The results suggest the higher the standards of the effects of the verbal anchoring are, the more favorably the preferences to the ads and the purchasing intention are formed regardless of the existence of the nostalgia. The following reveals that the controlling effects of the verbal anchoring in the nostalgia ads have differences between the purchasing intention and the preferences to the ads as to both the nostalgia familiarity and the product types. In the preferences to the ads in case that the standards of the effects of the verbal anchoring are low, the differences between familiarity group and non familiarity one are not noticeable but in the purchasing intention the differences between the low case and non of the standards of the effects of the verbal anchoring are a little more noticeable.

The Role of Nostalgia in Self-congruence Consumption (자아일치 소비에 대한 노스탤지어의 역할)

  • Kim, Dong Kyu;Chun, Seungwoo;Park, Joon Woo;Hwang, Chunduk
    • The Journal of the Korea Contents Association
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    • v.16 no.10
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    • pp.373-381
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    • 2016
  • This study examined the interaction of nostalgia and self-congruence on consumer behavior. We proposed that nostalgia make consumers' brand attitude and purchase intention more positive when the level of congruence between the brand and consumer's ideal self-image is high, irregardless of the level of actual self congruence. 283 middle-aged people participated and 2(nostalgia: stimuli vs. control) X 2(ideal self-congruence: high vs. low) between subject design is used. The result showed the interaction effect of nostalgia and ideal self congruence. Nostalgia-primed (vs. control) participants reported higher brand attitude and purchase intention to the ideal self-congruent brand. Finally the theoretcal and practical implications and limitations of this study are discussed.

Effects of Narrative Identity and Historical Nostalgia and Inducing Factors on Historical Contents Evaluation (역사콘텐츠의 긍정평가에 영향을 주는 내러티브 정체성과 역사적 노스탤지어 효과와 유도 요인 연구)

  • LIM, Ah-Young
    • The Journal of Industrial Distribution & Business
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    • v.10 no.9
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    • pp.25-36
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    • 2019
  • Purpose - Consumers have memories of their past time that they have not experienced. So consumers want to experience the past time and get pleasure through historical contents such as movies or dramas. This is because the re-created the past time sets the identity of the consumers who live today, and in the process, it give consumers emotional comfort. Consumers do not remember and sympathize with all of their historical time. In general, consumers remember the time that their communities are proud of. As s result, historical content is seen as a hero, and through that, consumers can check their identity. Also consumers experience positive emotions such as self-esteem, gratitude and pride through identification with heroes. That is, through historical contents, consumers can identify themselves and replace the current negative emotions with positive ones. Therefore, this study presents narrative identity and historical nostalgia that can affect positive evaluation of historical contents and suggest the factors the can induce such effects. This study was conducted to explain what the consumption effect of historical content is from a marketing perspective and what constitutes a component of historical content as a factor driving this effect. Research design, data, and methodology - This study has developed a questionnaire with 8 Hypotheses. The Films ('Masquerade(2012)', 'Roaring Current(2014)', 'Assassination(2015)', 'The Age of Shadow(2016)') and dramas('Six Flying Dragon(2015-2016)', 'Mr. Sunshine(2018-2019)') were used as experimental contents. 268 college students participated in this empirical study, and structural equation model was used to verify hypotheses. Results - Frist, narrative identity affects positive evaluation of historical contents. Nostalgia affect positive evaluation of historical contents. and narrative identity affects positive response of historical nostalgia. Second, character act relevance, circumstance similarity, and character attractiveness have positive influence upon response of narrative identity. Lastly, empathy for story and vividness of representation have also positive influence upon response of historical nostalgia. Conclusion - This study contributes to the theoretical and managemental development of historical contents. This study shows that narrative identity and historical nostalgia are important for success of historical contents. In order for historical content to be successful, it must manage elements of character act relevance, circumstance similarity, and character attractiveness, empathy for story and vividness of representation.

Nostalgia Tendency Impact on the Propensity perceived Emotional Food Repurchase Intention: - Moderator Effects of Social Solidarity - (노스텔지어 성향이 지각된 감정의 음식 재구매의도에 미치는 영향 - 사회적 유대감을 조절변수로 -)

  • Kim, Geon Whee
    • Culinary science and hospitality research
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    • v.22 no.3
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    • pp.79-91
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    • 2016
  • This research was conducted over one month from May 1st to May 30th, 2015. Data were collected after confirming purpose of current study with eating house manager from the restaurant consumers. This study investigated the impact of nostalgia tendency on the propensity to revisit the eating house. Nostalgia impact on the propensity of the perceived emotional food repurchase also had the effect of significantly positive (+) on the road to repurchase B=0.767(p<.001). The coefficient of determination for measuring the adequacy of the model to determine the coefficient that measures the suitability of the model was explaining 58.9% of the variation in the premises 0.589, models with F=431.234(p<.001) to verify the significance of the model is significantly It has been described. Second, nostalgia tendency and social tendencies of the bond part had a strong impact in moderating effects of (-). The lower the social bond was investigated by increasing the propensity nostalgia.

C. S. Lewis's View of Myth, Fantasy, and Nostalgic National Restoration in Till We Have Faces

  • Jin, Seongeun
    • English & American cultural studies
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    • v.18 no.3
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    • pp.93-113
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    • 2018
  • This paper examines C. S. Lewis's view of myth and religion in the mid-twentieth century England. Lewis provided his social and cultural criticisms for materialistic contemporary culture and a decline in religiosity in Till We Have Faces (1956). Under the agitated influence of the time period and social movements in which he had lived, Lewis's writing uncovers dynamic interactions with the traumatized world aroused by two World Wars and the apocalyptic aura of an upcoming new world. The narrative of Lewis's novel Till We Have Faces, in a larger perspective, presents the mixtures of mythic motifs and nostalgia. On the plot basis, the novel depicts contemporary spiritual blindness and national dissociations. Many criticisms of Lewis have not been exploring the author's keen knowledge of the modern society because of his conspicuous depictions of evil and grace involving religious and medievalist views. Nonetheless, the paper explores how Lewis's apocalyptical views, related to turmoil and nostalgia, uncover complexities of his religious dilemmas between restoring the deteriorated status of the privileged. Ultimately, it analyzes Lewis's consciousness of the social changes related to the larger, more often than not psychological, context of redefining the national empire.