ABSTRACT - Nostalgia has been a popular subject in a recent stream of research, but the research has not, as of yet, delineated between the different levels of nostalgia and the levels of emotional intensity associated with each. We suggest that there are three types of nostalgiaCreal, simulated, and collectiveCand that each has an inherent value to add to marketing. Propositions are presented which may give a more complete understanding of the use of nostalgia as a promotional tool and its role in marketing.

Citation:

Stacey Menzel Baker and Patricia F. Kennedy (1994) ,"Death By Nostalgia: a Diagnosis of Context-Specific Cases", in NA - Advances in Consumer Research Volume 21, eds. Chris T. Allen and Deborah Roedder John, Provo, UT : Association for Consumer Research, Pages: 169-174.