Morris B. Holbrook is the W. T. Dillard Professor of Marketing at the Graduate School of Business at Columbia University, New York, USA. He graduated from Harvard College (1965) and received his MBA (1967) and PhD (1975) degrees from Columbia University. Since 1975, he has taught courses at the Columbia Business School and has conducted research covering a wide variety of topics in marketing and consumer behaviour with a special focus on issues related to communication in general and to aesthetics, semiotics, hermeneutics, art, entertainment, music, motion pictures, nostalgia, and stereography in particular.
Nostalgic bonding: exploring the role of nostalgia in the consumption experience
Article first published online: 11 JUL 2006
Copyright © 2003 Henry Stewart Publications.
Journal of Consumer Behaviour
Volume 3, Issue 2, pages 107–127, December 2003
How to Cite
Holbrook, M. B. and Schindler, R. M. (2003), Nostalgic bonding: exploring the role of nostalgia in the consumption experience. Journal of Consumer Behaviour, 3: 107–127. doi: 10.1002/cb.127
- Issue published online: 11 JUL 2006
- Article first published online: 11 JUL 2006
- consumption experience;
- subjective personal introspection;
The recently awakened awareness of the past has produced a flurry of research directed towards understanding the nostalgic aspects of the human condition, towards investigating the role of nostalgia in the lives of consumers, and towards the application of such knowledge to the design of marketing strategies. With rare exceptions, however, such research has pursued a quantitative survey-based approach to establishing the chronology-related and personality-driven aspects of nostalgia. To explore the nature and types of nostalgic bonding in greater depth, the present study pursues an interpretive approach to understanding the role of nostalgia in the consumption experience. Specifically, it applies a collective approach to subjective personal introspection to draw inferences concerning the key types of nostalgic experience. Copyright © 2003 Henry Stewart Publications.