Nostalgia nostalgic consumption has made waves, and rising with the increasing signs. Major companies and
businesses have adopted a nostalgic marketing approach in order to achieve the purpose of increasing sales. But
now many of nostalgia marketing case in some of these are failed attempts; some errors have been reflected in
the individual companies and businesses’ nostalgia marketing.
• All merchandise can do nostalgia marketing. Nostalgic goods, is an emotion goods. Consumers buy goods in
a feeling of nostalgic, so nostalgic marketing of goods and products must be able to remember things in the
consumer docking. This is the only way to stimulate consumers to buy the product. Consumers buy those
nostalgic commodity is actually for his past life experiences and self-consolation prize, therefore not all
goods are fit to do nostalgia marketing. Actually marketing of goods should have a choice of nostalgia.
• Goods which are no longer useful now cannot succeed in nostalgia marketing. “Old” means relative; for
consumers, “old” is often “new”; this is right nostalgic charm here. Even people recognizing past earth room
and tile are uninhabitable on rational, the past coins are no longer in circulation, comic past was black and
white, the past snack is no longer a delicious, but people still feel very cordial and fresh, so even now some
commodities seems moot, rendered nostalgic elements can still get a good marketing.
• Nostalgic marketing can only target in consumers who experienced nostalgia. Consumers’ nostalgia is divided
into four types, namely, personal nostalgia, collective nostalgia, nostalgia and virtual cultural nostalgia.
Collective nostalgia and virtual cultural nostalgia which are due to non-virtual direct experience and expe