Holbrook et al 2003 Journal of Consumer Behaviour (original) (raw)

Nostalgia: An Attractive Theme for Marketing Researchers

International Journal of Marketing Studies

The use of nostalgia in the marketing domain has been the subject of several researches about consumer behaviour in general and advertising in particular. This multi-faceted concept offers a better understanding of consumer behavior and brand preferences on one side, as well as a better understanding of the purchase intent. This paper discusses the nostalgia theories from different perspectives. It provides an overview of the contributions in the marketing domain for a better use of this concept by marketers.

The Value of Historical Nostalgia for Marketing Management

Marketing Intelligence & Planning, 2011

Purpose -This paper aims to examine the effect of three levels of historical nostalgia on respondents' cognitions, attitude towards the advert, attitude toward the brand, and purchase intention. Design/methodology/approach -A total of 292 respondents exposed to broadcast-style advertising containing nostalgic cues completed a measure of historical nostalgia, a thought-collection exercise, and measures of attitudes and intention. Hypotheses are tested using ANOVA and other relevant analyses. Findings -The findings show that historical nostalgic thoughts and the valence of cognitive reactions significantly improve when respondents experience a moderate or high level of historical nostalgia compared with a low level. However, no significant benefit is evident when moving from a moderate to a high level. Brand and message-related thoughts did not significantly change. Attitude towards the brand is significantly improved only if respondents reach a high level of historical reaction. Attitudes towards the advert and purchase intentions however continue to significantly improve at each increasing level of historical nostalgia. Practical implications -Increased predictive capabilities of managers utilising historical nostalgia in the marketplace are achieved, specifically relating to consumers experiencing varying levels of historical nostalgia and the expected cognitive, attitudinal and purchase intent reactions. The study provides relevant implications for advertisers and creative directors to ensure the appropriate intensity of historical nostalgia is elicited. Originality/value -No prior empirical studies on the effect of varying levels of historical nostalgia on consumer responses have been conducted. This is the first paper to close this gap.

From nostalgia for the recent past and beyond: The temporal frames of recalled consumption experiences

International Journal of Consumer Studies

Studies of nostalgia are one of the research subfields of recalled consumption experiences. In addition to the nostalgic recall, the consumers' remembered experiences situate in other temporal frames, a theme rarely touched in the extant research. The aim of this research was to examine the differences between nostalgic and other recalled consumption experiences by identifying and analysing the characteristics of the temporal frames. The data set for this task comprised 480 descriptions of consumers' experiences involving an everyday consumer object. An interpretive approach was utilized to analyse the temporal frames. The results of the study indicate that the wileyonlinelibrary.com/journal/ijcs

Nostalgia in advertising: An effort to influence consumer buying decision

Nostalgia in Advertising, one of the most pervasive marketing trends of our time, focuses on instigating the past and creating a sense of connectivity with the product that stimulates positive emotions and influences consumers' attitude and their retail buying behaviour. The paper presents a study on the role of Nostalgia in Advertising and its influence in consumers buying decisions. The article examines the individual factors that revive the old memories in a consumer that affects his or her buying decision. Keywords-Nostalgia, Advertising, Consumer buying decision.

Nostalgic Marketing: A Study on Baby Boomers Generation

2020

Nostalgic marketing is a stimulus for customers to travel back in the past so that they enjoy nostalgia. Customers as individuals involved in marketing activities have experience. It is interesting to find behaviour of the baby boomers as the first generation. Data obtained through interviews with 30 respondents baby boomers generation in Garut Districts. The results of the factor analysis show that the nostalgic marketing dimensions found in the baby boomer’s generation are reminds me of the past, make me feel nostalgic and evokes fond memories at 95% confidence level. Even though there has been research on nostalgic marketing in Indonesia, but there has been no research that examines nostalgic marketing in the baby boomer’s generation in Garut Districts. Keywords—brand attitude, nostalgic marketing

Determinants of Nostalgia Sensitivity in Nostalgic Driven Advertising

International Journal of Academic Research in Psychology, 2015

The research investigated several determinants potentially influencing consumer sensitivities towards nostalgia sentiment. A total of five variables were selected for investigation, where the research instrument used were survey methods supplemented by a series of nostalgic advertising stimulus; deployed to a sample size of 100 respondents comprising the general Malaysian population. It was revealed that factors such as ageing effect, past childhood experience and event repetition frequency in the past has positive and significant influence over nostalgia sentiment sensitivity of consumers.

Consumer cognitive responses towards types of nostalgic appeals in advertising

2009

This research compares the effects of Personal and Historical Nostalgia on cognitive responses. Using an experimental research design and 806 respondents, the type, ratios, and valence of thoughts occurring when respondents experience a specific nostalgic response are examined. Both nostalgic conditions were successful in stimulating specific types of nostalgic thoughts, showing a clear distinction between the two types of nostalgia. The distinction between these types is commonly overlooked. Findings show Personal Nostalgia stimulates a more positively valenced set of thoughts compared to Historical, but also fewer brand / message and ad execution related thoughts. Comparative implications of using these two appeals are discussed.