Super-spy James Bond is a prime example of ‘regressive nostalgia’ highlighting how certain consumer groups cling to idealised past versions of brands and resist attempts to move with the times, a new study reveals. Researchers examined the James Bond movie franchise – a cultural icon for over 70 years – and discovered that some ‘super-consumers’ react negatively to modern portrayals of the fictional British secret agent that reflect contemporary societal values. Whilst loyal to the brand, these consumers prefer traditional, more exclusionary, versions of Bond which most closely follow author…
Read MoreLicense to Chill: Bond shows ‘regressive nostalgia’ can freeze a brand’s future
