A Study of Hedonistic Marketing Strategies Driven by Nostalgia among Adult Consumers

Abstract

With the upgrading of consumption and Generation Z becoming the main consumer force, the market for pleasure products has grown rapidly. Hedonic products focus on satisfying consumers' emotional, aesthetic and psychological pleasure needs. However, existing research does not adequately explore the emotional attachment mechanisms of adult consumer groups in the context of hedonistic consumption. Based on marketing theory, this study, using questionnaires, in-depth interviews and behavioral observations, analyzed the behavior of adult consumers in purchasing hedonic goods and concluded that adults' purchase of such goods was driven by nostalgia. The study found that nostalgia did play an important role in promoting adult consumers' purchase of hedonic goods. Marketing strategies that use nostalgic elements can significantly boost consumers' willingness to purchase and brand identity. In addition, the triggers of nostalgia mainly include the appearance, color, material and elements of the era. Based on this, the study suggests that enterprises should delve deeper into nostalgic elements to create distinctive products; creating nostalgic scenes serves to enhance consumer experience, while simultaneously utilizing social media enables expanded marketing communication. These strategies, when effectively implemented, can evoke profound emotional resonance in consumers, ultimately reinforcing their connection to and loyalty toward the brand.