Nostalgia, a sentimental longing for the past, can put one in a wonderful state of mind. It increases one’s sense of being loved and protected; it can counteract loneliness or enhance self-esteem and induce optimism about the future. Nostalgia as a psychological state has also been used to increase pro-social behaviour, and decrease anti-social acts.
Retailers, recognising its power, have long used nostalgia as a marketing tool. You may remember recent promotions when McDonald’s and Coca-Cola jointly gave away old-style Coca-Cola glass bottles, which became popular as collectors’ items among Singaporeans.
Many restaurants now offer free Wi-fi to make waiting times seem shorter, and self-service options which allow customers to place their orders while queueing create the impression they have already been seated.
