Evoking the past: exploring nostalgia's relevance to sport consumption

McColl-Kennedy, Janet and Summers, Jane and Johnson Morgan, Melissa (2001) Evoking the past: exploring nostalgia's relevance to sport consumption. In: Association for Consumer Research 2000 Asia Pacific Conference, 16-18 Mar 2000, Gold Coast, Australia.


The phenomenon of evoking the past is known in marketing research literature as nostalgia and a person who is said to be nostalgia-prone, is someone who constantly uses these earlier memories as a reference point for their enjoyment of experiences or their attitudes towards products. This research explores new ground in examining the relevance of nostalgia-proneness to sport consumption. Specifically, the research examines whether nostalgia is an important concept to sport enthusiasts and is worthy of more detailed investigation. It would appear from the depth interviews that people refer to very specific sport related activities, memories, smells, events rather than general feelings about past times. Further work is suggested to develop a sport specific nostalgia scale.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Faculty / Department / School: Historic - Faculty of Business - No Department
Date Deposited: 30 Nov 2007 11:55
Last Modified: 05 Mar 2018 06:21
Uncontrolled Keywords: memories; nostalgia; marketing; sporting sucess
Fields of Research : 16 Studies in Human Society > 1601 Anthropology > 160104 Social and Cultural Anthropology
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
17 Psychology and Cognitive Sciences > 1701 Psychology > 170113 Social and Community Psychology
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/11013

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