Slowing Down in the Good Old Days: The Effect of Nostalgia on Consumer Patience
研究发现，怀旧会促使人们延长回忆时间，这种倾向会泛化到后续情境，从而提升消费者在等待中的耐心，但前提是等待能带来好处。
Nostalgia, which is induced by reminiscing about a positive past experience, can counteract loneliness and promote prosocial behavior. However, the process of recalling and thinking about a nostalgic experience can have quite different effects. Because nostalgic experiences rarely reoccur, people are motivated to savor them by prolonging the time they reminisce about them. The tendency to savor these experiences generalizes to situations that participants encounter later, thus increasing consumer patience. For this effect to emerge, however, consumers must be aware that waiting will be beneficial to the attainment of a benefit. Moreover, the relationship between nostalgia and consumer patience is diminished when people perceive a nostalgic experience to be repeatable or when they intensify their memory of the experience rather than prolonging it. Eight studies confirmed these effects and processes that underlie them.