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Nostalgia Value Of Viral Restaurants: The Importance Of Human Atmosphere and Perceived Value On Intention To Return

Year: 2025

Type: article

Abstract: Viral restaurants are indeed on the rise, but many of them struggle to maintain longevity. A common issue is their focus on the viral aspect instead of understanding and catering to consumer needs. Interestingly, nostalgia can serve as a powerful marketing tool; it evokes a sense of comfort and helps consumers recall joyful memories from the past. In a recent study involving 100 participants, both men and women, PLS analysis was employed to assess the data. The findings suggest that the feeling of nostalgia positively influences the overall atmosphere and perceived value in a dining experience. However, it's important to note that while nostalgia enriches the experience, it doesn't necessarily correlate with a consumer's desire to return.

Source: IJBAMS International Journal of Business Accounting Management Social Science

DOI: 10.64530/ijbams.v1i1.5

Author: Ramadhan Oktavian ANP

Institution: University of Brawijaya

Language: English

Topic: Nostalgia and Consumer Behavior

Subfield: Social Psychology

Field: Psychology

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4413961353

FWCI:

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