Overcoming the negative role of nostalgia in consumer reactions to automated products
通过六项实验（近1500名参与者）发现，产品自动化程度高会减少消费者的怀旧感，进而降低易怀旧消费者的产品评价；研究还提出了企业沟通策略来克服这一负面效应。
Abstract Automated products that take over tasks that consumers used to carry out themselves are becoming increasingly sophisticated, but consumers continue to resist such innovations. Drawing on the status quo bias as a theoretical framework, this article investigates the role of nostalgia in consumer reactions to product automation in a series of six experiments with almost 1500 participants. The first four experiments converge on a consistent finding: a high ( versus low) degree of automation reduces consumers' nostalgic feelings about past consumption episodes, which in turn decrease nostalgia‐prone consumers' product evaluations. Against this backdrop, we conduct two additional experiments to determine how firms' communication tactics can overcome the negative role of nostalgia proneness in consumer reactions to automated products. We conclude that managers involved in the marketing of automated products should assess the level of nostalgia in their target groups, and align both their intended positioning for the automated product and the decision to automate critical tasks within the product design that may evoke nostalgic feelings in consumers. Furthermore, when consumers are nostalgia‐prone, managers should craft their launch communication tactics such that the focus is diverted from the automated task itself.