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.

Response format

Likert (1–9, disagree completely to agree completely)

Scale items

• They don't make 'em like they used to.
• Things used to be better in the good old days.
• Products are getting worse and worse.
• Technological change will ensure a brighter future. (R)
• History involves a steady improvement in human welfare. (R)
• We are experiencing a decline in the quality of life.
• Steady growth in GNP has brought increased human happiness. (R)
• Modern business constantly builds a better tomorrow. (R)

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

(R)=reverse-scored. Score = mean. Higher = more nostalgic. Nostalgia proneness moderates responses to nostalgic advertising appeals and heritage brand positioning. Widely used in research on vintage products, brand heritage, and the growing retro-brand trend. Distinguish from state nostalgia (momentary nostalgic feelings) which can be induced experimentally.

Recommended companion scales

Citation

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

Keywords