Nostalgia in consumer behavior is shown to be effective. Every generation has their own views of nostalgia. Their ability, proneness and intensity to process nostalgia is different for each generation. The Chinese one-child generation in terms of their special growth environment and characteristics was chosen as the object of study. The thesis begins with the model of nostalgic consumption. The model includes the indirect factors towards nostalgia proneness, the direct factors towards nostalgia intensity and the consumption of nostalgic products. Two qualitative methods were used to collect data, which are the focus group and the individual interview. Two nostalgic brands, one Finnish brand Nokia and a Chinese brand Arctic Ocean Soda (AOS) were used to encourage the discussion of the focus group. There are some surprised results came from the focus group and the following individual interview. These results helped to refine the model. Finally, some suggestions were given to Nokia and AOS companies about how to attract Chinese one-child generation.

Who is the nostalgia-prone person? The 'sociality view' sees an individual who frequently recalls meaningful memories rich in social content. The 'maladaptation view' sees an emotionally unstable, neurotic individual. In four studies, we integrated these contrasting views. We hypothesized that the link between neuroticism and nostalgia proneness arises because (a) neuroticism is associated with the need to belong and (b) the need to belong triggers nostalgia, with its abundant social content. Consistent with this hypothesis, Studies 1-2 found that the correlation between neuroticism and nostalgia proneness was eliminated when controlling for the need to belong. The need to belong predicted increased nostalgia proneness, above and beyond neuroticism. Specifically, Study 2 revealed that a deficit-reduction (rather than growth) belongingness orientation predicted increased nostalgia proneness. When the role of this deficit-reduction belongingness orientation was controlled, the positive correlation between neuroticism and nostalgia disappeared. Studies 3-4 showed that experimental inductions of a belongingness deficit augmented nostalgia, providing support for its compensatory role.

Who is the nostalgia-prone person? The 'sociality view' sees an individual who frequently recalls meaningful memories rich in social content. The 'maladaptation view' sees an emotionally unstable, neurotic individual. In four studies, we integrated these contrasting views. We hypothesized that the link between neuroticism and nostalgia proneness arises because (a) neuroticism is associated with the need to belong and (b) the need to belong triggers nostalgia, with its abundant social content. Consistent with this hypothesis, Studies 1-2 found that the correlation between neuroticism and nostalgia proneness was eliminated when controlling for the need to belong. The need to belong predicted increased nostalgia proneness, above and beyond neuroticism. Specifically, Study 2 revealed that a deficit-reduction (rather than growth) belongingness orientation predicted increased nostalgia proneness. When the role of this deficit-reduction belongingness orientation was controlled, the positive correlation between neuroticism and nostalgia disappeared. Studies 3-4 showed that experimental inductions of a belongingness deficit augmented nostalgia, providing support for its compensatory role.