More professions, stronger nostalgia: the amplifying role of identity contrast

Purpose With the rise of the gig economy and the diversification of employment arrangements, the number of multiple jobholders has steadily increased. This group represents an emerging consumer segment with substantial leisure and spending potential. To better understand their service preferences, this study aims to examine how multiple professional identities influence nostalgic service consumption preferences. Design/methodology/approach This study employs three experiments, with data collected from 644 participants through Credamo, a widely used online data collection platform in China. Findings The findings indicate that multiple professional identities increase consumers’ nostalgic service consumption preferences. Self-concept clarity and self-continuity play a serial mediating role in this relationship. Although identity contrast did not significantly strengthen this serial indirect effect, the main effect of multiple professional identities on nostalgic service consumption preferences remained significant. In addition, the high-identity-contrast condition showed a significantly stronger relative direct effect on nostalgic service consumption preferences than the low-identity-contrast condition. Practical implications This study provides practical insights for service marketers in designing nostalgic products and services, thereby supporting the sustainable development of the service industry. Originality/value This study addresses an underexplored issue in service marketing research by examining how multiple professional identities shape nostalgic service consumption preferences. It also clarifies the psychological process underlying this relationship and offers a novel identity-based perspective for understanding nostalgic service consumption.