Consumers show growing interest in nostalgic brands

In a New York Times blog article discussing consumers' growing interest in vintage brands, ASU research reveals why we make nostalgic choices.

"According to a new study from the W.P. Carey School of Business at Arizona State University, nostalgic choices have power because they help consumers fulfill a need to belong," writes Stuart Elliott.

"The sense of belonging that nostalgia stirs suggests that brands seeking to take advantage of nostalgia in their marketing ought to 'emphasize social interaction in the advertising,' Ms. Loveland said, and use social media like Twitter as part of their plans."