How Strong is the Pull of the Past? Measuring Personal Nostalgia Evoked by Advertising
Altaf Merchant
University of Washington, Tacoma
Kathryn LaTour
Cornell University
John B. Ford
Old Dominion University
Michael S. LaTour
Cornell University
Management slant
- Advertising evoked personal nostalgia is multi-dimensional: past imagery, positive emotions, negative emotions and physiological reactions.
- It has a positive impact on attitudes towards the advertisement, bonding with the focal brand and brand choice.
- Nostalgic advertisements work better than non-nostalgic advertising, even among less loyal consumers.
- Effective nostalgic advertisements need to evoke...