Gender differences in the effects of nostalgia on conspicuous consumption and impulsive buying

Abstract

Purpose

The current study investigated the relationship between nostalgia, conspicuous consumption, and impulse buying and compared gender differences in the effects of nostalgia on conspicuous consumption and impulse buying.

Design/methodology/approach

A total of 307 college students in western Singapore were recruited. Confirmatory factor analysis and structural equation modeling were conducted to assess the psychometric properties of the scales and estimate model path coefficients. A multi-group analysis was conducted to test if the path coefficients in the research model varied across genders.

Findings

This study found that nostalgia had a positive influence on consumers’ conspicuous consumption, which in turn had a positive impact on their impulse buying of sport products. The results of the multi-group analysis also revealed significant differences across gender groups in that the impacts of nostalgia on conspicuous consumption and impulse buying were stronger for male consumers.

Originality/value

This study forges new ground by investigating the intricate dynamics among nostalgia, conspicuous consumption, and impulse buying in the context of sport. By delving into the relationships between them and exploring gender disparities in their effects, this study enhances our understanding of the pivotal role nostalgia plays in shaping consumer behavior in sport. In addition, the identification of gender-specific patterns underscores the significance of tailored marketing approaches for effectively engaging both male and female consumers. Overall, this study presents fresh perspectives that can inform the development of targeted marketing strategies for sport marketers and retailers aiming to optimize their offerings and promotional endeavors.

Citation

Cho, H., Chiu, W., Kang, H.-K. and Lee, H.-W. (2024), "Gender differences in the effects of nostalgia on conspicuous consumption and impulsive buying", International Journal of Sports Marketing and Sponsorship, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJSMS-04-2024-0081