When people acutely feel the need to belong, they may reach for a nostalgic treat, according to a new study in the Journal of Consumer Research.
"Have you ever wondered why it is that you are in the mood to watch an old episode of Friends, rather than your current favorite TV show? Or why you are suddenly craving an Otter Pop, a summery treat you haven't eaten since you were a kid?" ask authors Katherine E. Loveland (Arizona State University), Dirk Smeesters (Erasmus University, The Netherlands), and Naomi Mandel (Arizona State University).