Nostalgia: The gift that keeps on giving

Dec 22, 2011

With the festive holiday just around the corner many people will be thinking back to Christmases gone by with a nostalgic longing.

Now a new study, involving researchers at the University of Southampton, has shown that and not for profit organisations can benefit from people’s nostalgic feelings, because it encourages them to donate more.

The study investigated whether , a sentimental longing for the past, can increase donor intentions and donations to charity as well as evaluating whether charities should incorporate nostalgia into appeals.

Researchers instructed participants, who were from two universities in China, to bring to mind a nostalgic autobiographical event before presenting them with a variety of charity appeals.

The participants’ reactions and intentions were measured towards young earthquake victims or children in relatively deprived rural area of China.

Within the study there were five separate measurements. The first was participants’ concrete intentions to volunteer and donate. The second, third and fourth measurements assessed nostalgia mediated by empathy, whether the findings could be generalised to all charities and whether people of different ages and from different backgrounds reacted in the same way. The fifth measurement evaluated nostalgia in charitable appeals and subsequent tangible charitable behavior.

Results showed that nostalgia boosted participants’ intentions to donate and increased how much they were willing to donate.

Dr. Tim Wildschut, senior lecturer at the University of Southampton, comments: “For several hundred years, nostalgia has been regarded as negative emotion and has even been labelled as a medical disease. But actually, nostalgia is predominantly, albeit not exclusively, a positive emotion that serves vital psychological functions. One of these functions is to facilitate socially beneficial reactions.

“Nostalgia increases empathy- based charitable intentions and behaviours. It is encouraging to learn that people can mine their nostalgic memories and derive from this a feeling of empathy for the suffering of others.”

The study was carried out in collaboration with researchers from Sun Yat-Sen University and Chinese Academy of Sciences. It was funded by grants from the Key Program and General Program of the National Natural Science Foundation of China, the Science and Technology Planning Project of Guangdong Province, China, and the Research Program of Sun Yat-Sen University.

The study has been published online by the Journal of Consumer Research and will be published in hard copy in the June 2012 edition.

Explore further: No silver bullet: Study identifies risk factors of youth charged with murder

add to favorites email to friend print save as pdf

Related Stories

Those were the days: counteracting loneliness with nostalgia

Nov 12, 2008

With the days getting shorter (and colder) and the Holidays quickly approaching, many of us start thinking back to days gone by. This sentimentality and desire for the past is known as nostalgia. All of us are struck with ...

Nostalgia could be linked to feeling left out

Nov 10, 2010

Sometimes you just want to watch a rerun of your favorite old TV show or eat a favorite childhood treat. Well, a new study led by two researchers from the W. P. Carey School of Business at Arizona State University shows that ...

When charities ask for time, people give more money

Aug 22, 2008

According to new research in the Journal of Consumer Research, simply asking people a question about whether they're willing to volunteer their time leads to increases in donations of both time and money.

Recommended for you

Data indicate there is no immigration crisis

11 hours ago

Is there an "immigration crisis" on the U.S.-Mexico border? Not according to an examination of historical immigration data, according to a new paper from Rice University's Baker Institute for Public Policy.

Combating bullying in New Zealand

14 hours ago

Victoria University of Wellington's Accent Learning is rolling out a new bullying prevention programme for schools—a first for the Southern Hemisphere.

Why has Halloween infiltrated Australian culture?

16 hours ago

Halloween appears to have infiltrated Australian culture, and according to a University of Adelaide researcher, the reason for its increasing popularity could run much deeper than Americanisation.

The hidden world of labor trafficking

17 hours ago

When it comes to human trafficking, we often hear about victims being kidnapped or violently taken from their homes. But what about people who are forced into labor in the U.S.?

User comments : 0