Nostalgia Scale

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.

Response format

9-point Likert (1=strong disagreement to 9=strong agreement); items summed. Items 4, 5, 7, and 8 require reverse scoring.

Scale 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 insure 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 of 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

Items 4 (Technological change will insure a brighter future), 5 (History involves a steady improvement in human welfare), 7 (Steady growth of GNP has brought increased human happiness), and 8 (Modern business constantly builds a better tomorrow) require reverse scoring. Items summed for overall nostalgia score. The scale measures dispositional nostalgia as a trait — not momentary nostalgic states triggered by specific stimuli. The Holbrook & Schindler (1991) definition focuses on objects popular when one was younger; age of peak nostalgic sensitivity is typically late adolescence/early adulthood.

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.

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