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A lockdown’s pause of the present: nostalgia proneness on customer behavior dealing with the COVID-19 pandemic
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Orientador(es)
Resumo(s)
The aim of this thesis is to investigate nostalgia and its influence on customer behavior and its decision process on anxious times. More specifically, it examines the impact that the prior memories of a joyful past can have on an anxiety inducing present, started by the COVID-19 pandemic in 2020.
It will provide insights on whether nostalgia proneness benefits an individual on dealing with an apprehensive time like the prior lockdown – as a coping mechanism towards the present. Moreover, it analyzes if this nostalgia towards pre-pandemic times influences a consumer’s purchase intention of products and services that are considered nostalgic through the eyes of a pandemic present – if a customer prefers a product that broadcast nostalgia (because presently they cannot be purchased/performed due to the imposed restrictions by COVID-19) or if it will be reticent as a result of the fear of contamination. Additionally, a link between nostalgia and loneliness is going to be analyzed, as loneliness can influence a predisposition towards nostalgia.
The investigation was conducted adopting a quantitative approach by way of an online questionnaire. The participants were people over 18 years old that were Portuguese and have been confined in Portuguese territory. In order to analyze and investigate the defined hypotheses, the collected data was quantitatively analyzed and treated, using statistical procedures.
As a conclusion, we verified the tendency of nostalgic individuals being more predisposed towards evoked nostalgia, where nostalgic respondents preferred nostalgic products in terms of purchase intention. Moreover, individuals seem to employ this feeling of nostalgia as a coping mechanism towards the anxious and uncertain present related with the pandemic. However, no solid link was found between nostalgia and loneliness, meaning our hypothesis regarding lonely respondents feeling more nostalgia was not supported by the data.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Nostalgia Marketing Customer Behavior Coping Mechanism Purchase Intention Loneliness Pandemic COVID-19