NOSTALGIA - AN EXPLORATORY-STUDY OF THEMES AND EMOTIONS IN THE NOSTALGIC EXPERIENCE

A set of 164 experience descriptions provided by 62 individuals is used as the basis for an examination of common themes and subjects for nostalgic reflection. Family and home serve as potent stimuli for nostalgia, but a wide variety of other persons, objects, and events were also mentioned by the respondents. Objects and events (such as birthdays, holidays, and reunions) tend to evoke strong memories of the people associated with them. As has been suggested in previous studies, childhood and adolescence appear to be particularly fertile periods for nostalgic meditation. Memories of sights, smells, and tastes are recalled in the descriptions. Both personal and historical nostalgia were elicited and a range of emotional responses are evident in the descriptions. Nostalgia-"a painful yearning to return home"-has recently attracted the attention of marketers and consumer researchers. Despite this popularity, relatively little work has been published in the consumer literature on the character of nostalgia and the emotional reactions typical of such experiences. Although attempts have been made to identify nostalgia-proneness (Holbrook 1991) and the use of nostalgia in marketing (Havlena and Holak 1991a), our understanding of nostalgia in a consumer behavior context remains limited. This paper presents some preliminary findings from a study designed to explore recurring themes and emotions in nostalgic experiences.