Does the time Machine exist? : Nostalgic consumption of Chinese one-child generation

• Main Author: Jiang, Mengying
• Format: Bachelor Thesis
• Language: English
• Published: Uppsala universitet, Företagsekonomiska institutionen 2017
• Subjects: nostalgia proneness; nostalgia intensity; nostalgic triggers; consumption; Chinese one-child generation; Social Sciences; Samhällsvetenskap; Arctic; Arctic Ocean
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-328180

Nostalgia in consumer behavior is shown to be effective. Every generation has their own views of nostalgia. Their ability, proneness and intensity to process nostalgia is different for each generation. The Chinese one-child generation in terms of their special growth environment and characteristics was chosen as the object of study. The thesis begins with the model of nostalgic consumption. The model includes the indirect factors towards nostalgia proneness, the direct factors towards nostalgia intensity and the consumption of nostalgic products. Two qualitative methods were used to collect data, which are the focus group and the individual interview. Two nostalgic brands, one Finnish brand Nokia and a Chinese brand Arctic Ocean Soda (AOS) were used to encourage the discussion of the focus group. There are some surprised results came from the focus group and the following individual interview. These results helped to refine the model. Finally, some suggestions were given to Nokia and AOS companies about how to attract Chinese one-child generation.