INDIANAPOLIS (WISH) — A study released this month found 2 in 3 Americans would pay extra to have their favorite retired products revived. The poll of 2,000 U.S. adults, commissioned by UserTesting and conducted by Talker Research, found the average person would pay 32% more for products the y once loved to be brought back by their favorite brands. More than half, 55%, said retired products are more valuable to them than anything brands currently offer. Respondents named several products they believe deserve a comeback, including classic Atari, Sega and Nintendo consoles, Crystal Pepsi, Banana Nesquik, Blackberry phones, iPods, Jolt soda, Surge soda, and Bubblegum Jeans. Nostalgia plays a significant role in brand loyalty. The study revealed 71% of consumers would likely shop from brands they associate with childhood memories. Additionally, 57% said they’re willing to buy secondhand products from their favorite brands, even if they’re not the latest models. Brand loyalty runs deep, with more than 4 in 5, 81%, recalling at least one brand they feel loyal to. On average, respondents are loyal to six different brands, with the most common being grocery and food brands, 54%; clothing brands, 42%; footwear brands, 37%; phone brands, 29%; and electronics brands 28%. A total of 30% of respondents described their loyalty as “extreme,” refusing products from other brands even if their favorite brand retired its products. Another 54% considered themselves “pretty loyal,” stating they’d only consider other brands if their favorite stopped making a particular product. The top reasons consumers cited for their loyalty: high-quality products, 59%; good experiences with the brand, 58%; and long-term use, 56%. “Brand loyalty is a powerful thing,” said Bobby Meixner, senior director of industry solutions at UserTesting. “While nostalgia can spark preference, true loyalty is built on experience. A great experience keeps customers coming back — how a brand engages plays a critical role in long-term commitment.” Price isn’t always the deciding factor for loyal consumers. The study found 73% of respondents would continue paying for their favorite brands even if prices skyrocketed. On average, they’d pay 25% more across all categories, with the highest premiums in gaming, 34%; jewelry and watches, 33%; fitness, 28%; and computing, 27%. However, there are limits to loyalty. People said they’d consider switching brands if another brand made a superior product, 43%; if their favorite brand went out of business, 43%; or if a product was recommended by family or friends, 37%. “Price plays a role in loyalty, but it’s surprising to see that many consumers don’t see it as the ‘be all, end all,'” Meixner said. “Value is more important than mere price for a lot of people — they’re willing to spend the money if what they buy can give them the value they want. That, and a good customer experience, are what really build up that loyalty.” ...read more read less