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Nostalgia Scale

NOSNostalgia refers to a longing for the past, a yearning for yesterday, or fondness for possessions and activities associated with days of yore — a preference (positive attitude) toward objects that were more common when one was younger. Operationalised as a stable individual difference in nostalgic orientation, not as a state measure of specific nostalgic episodes.

8 items 1993 α 0.73–0.78 Free Holbrook, M.B.

What it measures

The standard measure of dispositional nostalgia validated in two samples: n=167 graduate business students (age-homogeneous, 21–34) and n=156 nonstudent adults (age-heterogeneous, 21–85). Alpha 0.78 (sample 1) and 0.73 (sample 2); construct reliability 0.68–0.78; factor loadings 0.34–0.76. Nostalgia preference spaces predict consumer preferences for Oscar-winning films, demonstrating that nostalgia and age operate independently in shaping consumer tastes. Used in product design, retro branding, advertising vintage appeals, and cross-generational consumer research.

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.
We are experiencing a decline in the quality of life.
Technological change will insure a brighter future. (R)

Citation

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

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