Does the time Machine exist? : Nostalgic consumption of Chinese one-child generation
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...
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Uppsala universitet, Företagsekonomiska institutionen
2017
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ftuppsalauniv:oai:DiVA.org:uu-328180 2023-05-15T15:05:41+02:00 Does the time Machine exist? : Nostalgic consumption of Chinese one-child generation Jiang, Mengying 2017 application/pdf http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-328180 eng eng Uppsala universitet, Företagsekonomiska institutionen http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-328180 info:eu-repo/semantics/openAccess nostalgia proneness nostalgia intensity nostalgic triggers consumption Chinese one-child generation Social Sciences Samhällsvetenskap Student thesis info:eu-repo/semantics/bachelorThesis text 2017 ftuppsalauniv 2023-02-23T21:35:40Z 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. Bachelor Thesis Arctic Arctic Ocean Uppsala University: Publications (DiVA) Arctic Arctic Ocean |
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Open Polar |
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Uppsala University: Publications (DiVA) |
op_collection_id |
ftuppsalauniv |
language |
English |
topic |
nostalgia proneness nostalgia intensity nostalgic triggers consumption Chinese one-child generation Social Sciences Samhällsvetenskap |
spellingShingle |
nostalgia proneness nostalgia intensity nostalgic triggers consumption Chinese one-child generation Social Sciences Samhällsvetenskap Jiang, Mengying Does the time Machine exist? : Nostalgic consumption of Chinese one-child generation |
topic_facet |
nostalgia proneness nostalgia intensity nostalgic triggers consumption Chinese one-child generation Social Sciences Samhällsvetenskap |
description |
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. |
format |
Bachelor Thesis |
author |
Jiang, Mengying |
author_facet |
Jiang, Mengying |
author_sort |
Jiang, Mengying |
title |
Does the time Machine exist? : Nostalgic consumption of Chinese one-child generation |
title_short |
Does the time Machine exist? : Nostalgic consumption of Chinese one-child generation |
title_full |
Does the time Machine exist? : Nostalgic consumption of Chinese one-child generation |
title_fullStr |
Does the time Machine exist? : Nostalgic consumption of Chinese one-child generation |
title_full_unstemmed |
Does the time Machine exist? : Nostalgic consumption of Chinese one-child generation |
title_sort |
does the time machine exist? : nostalgic consumption of chinese one-child generation |
publisher |
Uppsala universitet, Företagsekonomiska institutionen |
publishDate |
2017 |
url |
http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-328180 |
geographic |
Arctic Arctic Ocean |
geographic_facet |
Arctic Arctic Ocean |
genre |
Arctic Arctic Ocean |
genre_facet |
Arctic Arctic Ocean |
op_relation |
http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-328180 |
op_rights |
info:eu-repo/semantics/openAccess |
_version_ |
1766337331373015040 |