Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

Nostalgia: The Gift That Keeps on Giving

Xinyue Zhou, Tim Wildschut, Constantine Sedikides, Kan Shi and Cong Feng
Journal of Consumer Research
Vol. 39, No. 1 (June 2012), pp. 39-50
Published by: Oxford University Press
DOI: 10.1086/662199
Stable URL: http://www.jstor.org/stable/10.1086/662199
Page Count: 12
  • Download ($14.00)
  • Cite this Item
Item Type
Article
References
Nostalgia: The Gift That Keeps on Giving
Preview not available

Abstract

Nostalgia, a sentimental longing for a personally experienced and valued past, is a social emotion. It refers to significant others in the context of momentous life events and fosters a sense of social connectedness. On this basis, the authors hypothesized that (1) nostalgia promotes charitable intentions and behavior, and (2) this effect is mediated by empathy with the charity’s beneficiaries. Five studies assessed the effect of nostalgia on empathy, intentions to volunteer and donate, as well as tangible charitable behavior. Results were consistent with the hypotheses. Study 1 found that nostalgia increases charitable intentions. Study 2 showed that this salutary effect of nostalgia on charitable intentions is mediated by empathy (but not by personal distress). Studies 3 and 4 corroborated these finding for different charities and in diverse samples. Finally, study 5 demonstrated that nostalgia increases tangible charitable behavior. By virtue of its capacity to increase empathy, nostalgia facilitates prosocial reactions.

Page Thumbnails