Can consumers form emotional bonds with objects? ASU professor says yes

During the pandemic, many people want to be with loved ones — and can’t. Professor of Marketing Naomi Mandel says consumers who feel socially isolated often buy nostalgic items, which is an example of what she calls ‘compensatory consumption,’ in her new research.

During the pandemic, many people want to be with loved ones — and can’t. Professor of Marketing Naomi Mandel says consumers who feel socially isolated often buy nostalgic items, which is an example of what she calls ‘compensatory consumption,’ in her new research with Assistant Professor of Marketing Monika Lisjak, and with the help of graduate student Qin Wang.

In this story published Nov. 27, 2020, on KJZZ Phoenix:

Because those products provide a sense of continuity and remind them of the good old days when they felt included with their family and friends.

– Professor of Marketing Naomi Mandel