Consumer Nostalgia Scale

What it measures

Measures the stable tendency to prefer products, experiences, and styles from the past over current alternatives. Nostalgic consumers prefer 'the good old days' and are more responsive to retro branding, heritage brands, and nostalgic advertising. Nostalgia proneness is a key individual difference moderator in research on heritage marketing, brand heritage, and retro product success.

Representative items

• They don't make 'em like they used to.
• Things used to be better in the good old days.
• Products are getting shoddier and shoddier.
• Technological change will ensure a brighter future. (R)
• History involves a great deal that is best forgotten. (R)

Citation

Holbrook, M.B. (1993). Nostalgia and consumption preferences: Some emerging patterns of consumer tastes. Journal of Consumer Research, 20(2), 245–256.