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ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Time Machine to the Future - the Potentials and Risks of Using Virtual Reality to Stimulate Saving Behavior Andrea Weihrauch, Amsterdam Business School Tobias Schlager, HEC Lausanne, Switzerland While simulating the future can motivate saving behavior, we uncover an unexpected risk of using immersive technologies (i.e., Virtual Reality) to simulate negative life events. With increasing realism, they also trigger cognitive defenses, eventually undermining saving behavior. Framing a negative life event as more positive can attenuate this effect. [to cite]: Andrea Weihrauch and Tobias Schlager (2020) ,"Time Machine to the Future - the Potentials and Risks of Using Virtual Reality to Stimulate Saving Behavior", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 799-780. [url]: http://www.acrwebsite.org/volumes/2661445/volumes/v48/NA-48 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/. Time in the Past is Real and Honest: The Role of Nostalgia in Enhancing Authenticity Shiyu Yang, University of Illinois at Urbana-Champaign, USA Jia Chen, University of Illinois at Chicago, USA Yu-Wei Lin, University of Illinois at Urbana-Champaign, USA EXTENDED ABSTRACT Across six studies, we examined how nostalgic consumptions Authenticity, typically defined as being “real”, “genuine”, or enhanced experienced authenticity. We first demonstrated that prod- “true” (Dutton 2003; Sharpley 1994; Taylor 1991; Vannini and Fran- ucts that made consumers feel authentic (vs. products that consumers zese 2008), is a desirable state for individuals (Gino, Kouchaki, and liked) were more nostalgic (Study 1 N=63). Building on this finding, Galinsky 2015) and a cherished attribute of products (Newman and we further tested the causal effect of nostalgia on experienced au- Dhar 2014). Many recent social criticisms argue that our society is thenticity using both controlled (Study 2 N=107) and freely recalled experiencing an authenticity deficit because of the overflow of mean- consumptions (Study 3 N=190). Moreover, we identified the un- ingless market offerings (Boyle 2004). To overcome this deficit, derlying mechanism by showing that nostalgic consumptions could people increasingly search for authenticity in brands, products, and remind consumers of their intrinsic nature, which in turn led to in- experiences (Arnould and Price 2000; Beverland 2005; Morhart et al. creased experienced authenticity (Study 3). We also found that self- 2015). As a result, authenticity has “…overtaken quality as the pre- concept clarity moderated the effect, such that the positive relation- vailing purchasing criterion” (Gilmore and Pine 2007, 5) and become ship between nostalgia and experienced authenticity was stronger “one of the cornerstones of contemporary marketing . .” (Brown, among consumers with ambiguous self-views (Study 4 N=51). We Kozinets, and Sherry 2003, 21). In response to consumers’ craving then applied the findings to a purchase decision context and showed for authenticity, marketers are enthusiastic in cultivating products that highlighting the importance of authenticity would lead consum- and services that are experienced as authentic (Goldman and Papson ers to favor nostalgic products over novel ones (Study 5 N=159). 1996; Grayson and Shulman 2000). Finally, applying natural language processing to analyzing over 5000 It is therefore important to ask the following questions: From real-world products on Kickstarter, we showed that invoking nostal- consumers’ perspective, what kind of products can connect them with gia when pitching for a product could potentially make the product a real, honest and genuine self-view (i.e., self-authenticity)? From appear more authentic (Study 6 N=52997). marketers’ perspective, how to make their products experienced by Taken together, our research contributed to the literature on au- consumers as real, honest, and genuine (i.e., product authenticity)? thenticity and nostalgia by unveiling the relationship between them, These two questions are interrelated, as prior research has shown that the underlying mechanism, and the boundary condition. Moreover, consuming authentic products can increase self-authenticity (Hahl, our findings have implications for marketers who want to appeal to Zuckerman, and Kim 2017); also, a product that connects consumers consumers with authentic market offerings and consumers who are with their true self is perceived to be symbolically authentic (Morhart in search for authenticity. Also, to the extent that authenticity is a et al. 2015). We therefore ask the following question encompass- positively valenced psychological state, the current research also ing both self and product authenticity: how to increase experienced contributes to the literature on consumer well-being. authenticity in consumptions? We posit that inducing nostalgia in consumptions can lead consumers to experience a greater level of REFERENCES authenticity. Arnould, Eric J. and Linda L. Price (2000), “Questing for Self A plethora of research has documented the benefits of nostalgia, and Community,” The why of consumption: Contemporary such as social connectedness (Wildschut et al. 2010), meaningfulness perspectives on consumer motives, goals and desires, 1(1), (Routledge et al. 2012), empathy (Zhou et al. 2011), and patience 140. (Huang, Huang, and Wyer Jr 2016). A majority of consumer research Baldwin, Matthew, Monica Biernat, and Mark J. 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