Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design. When she thought about her purchase, she found that she really had no justification for buying the bowl other than it reminded her of the bowls her mother used during evening meals when she was a young child in Hong Kong. Which type of relationship with a product best explains the reason for Lucy’s purchase of the dragon bowl?
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love melody
The correct answer and explanation is:
The correct answer is B) nostalgic attachment.
Nostalgic attachment refers to the emotional bond a person forms with a product because it evokes memories of the past, often related to experiences or objects from childhood or earlier life. In Lucy Chang’s case, the ceramic bowl’s design reminded her of the bowls her mother used during evening meals when she was a child in Hong Kong. This connection to her childhood experiences, particularly those associated with family and cultural traditions, strongly indicates a nostalgic attachment.
People often make purchases based on sentimental value when they long for certain moments in their past. The bowl serves as a reminder of simpler times and possibly a deeper connection to her family and cultural heritage. The red dragon design, while appealing in its own right, likely became a symbol of these memories, triggering emotions tied to Lucy’s childhood. This emotional reaction motivates her purchase, not based on the product’s utility or style, but because of the powerful memories it evokes.
Nostalgia marketing is often used by brands to create emotional ties with customers by reminding them of the past. In Lucy’s case, this attachment to a past experience with her mother influences her decision to buy the bowl, rather than focusing solely on its functional or aesthetic value. Products that evoke nostalgia often fulfill a psychological need for connection to one’s past, providing comfort and continuity. Lucy’s purchase of the bowl is a classic example of how consumer choices can be driven by deep, emotional connections with past experiences.