SUMMARY
Authors: Alexandra VIGNOLLES, Annie BONNEFONT, & Catherine VEILLÉ (2012)
Young consumers are a target in their own right for nostalgia marketing. Brands wishing to echo the relatively close past of these consumers and avoid an overly intuitive approach, can resort to projective methods. Among these, the collective collage technique is a playful and experiential method for respondents. It reveals nostalgic markers and representations that can be used for marketing and communication purposes. This article first reviews the role of nostalgia in consumer behavior, then introduces the projective collage technique. Finally, it presents the results of this method applied to young adults on the theme of nostalgia.
