Nostalgic consumption can be based either on personal recollections (direct nostalgia) or a sentimental connection to the past without first-hand experience (indirect nostalgia). Drawing on Fechner’s Aesthetic Association Principle, we hypothesized that liking and purchase intentions should be increased if positive personal memories are involved. A two-stage online survey was conducted to compare the effects of direct and indirect nostalgia and the moderating influence of gender, age, nostalgia proneness (NP), and elaboration on liking and purchase intentions: 43 women and 21 men aged between 20 and 69 years provided personal associations and ratings of 14 different products (stage 1). One week later they filled in standardized questionnaires on NP and their attitude towards the past prior to rating the affective valence of their own associations from stage 1 (stage 2). We examined models predicting the dependent variables using a comprehensive nostalgia dimension versus distinguishing between direct and indirect nostalgia dimensions across the two measurement approaches for nostalgia. Generally, the more nostalgic associations- whether directly nostalgic or generally connected to the past- were reported about a product, the more likable and desirable it was perceived. Personal associations were mainly responsible for this interrelation. Based on standardized questionnaires the distinction between direct and indirect nostalgia was even clearer: Scores for direct nostalgia yielded a stronger positive effect on liking and desirability than those for indirect nostalgia. The partially differing results highlight the unique perspectives provided by qualitative and quantitative measurement approaches, underscoring the value of combining both for a more comprehensive understanding.