Sentimiento de nostalgia y comportamiento del consumidor

Abstract

[ENG] The aim of this End of Degree Dissertation is analysing the feeling of “nostalgia” and its role in marketing campaigns during the last decade. The present study has been elaborated thanks to a review of the literature available on the matter. It will entail what is nostalgia and why we, as humans, need this feeling; how it can affect the average consumer in its behaviour towards brands, products, and trends and how it can be triggered in marketing and advertisement campaigns in order to be successful. Although history proves that resorting to this kind of feelings and memories is a safe bet to get positive entrepreneurial results, an empirical study conducted during June of 2023 will reveal the downgrades of this double edge blade when it is not properly understood by companies. Apart from the initial objective, which is merely divulgate the knowledge and work of previous essays, experiments and dissertations, the author also desires that her job contributes to light a spark in the quest for knowledge and invites potential newcoming dissertators to keep contributing to fully understand nostalgia and his effects on consumers, economy, and sociology.