Article2010

Advertising effects of songs' nostalgia and lyrics' relevance

52 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Nostalgia and Consumer Behavior Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose When using popular music in advertising, the songs' release period (nostalgia) and the lyrics' relevance to the product are two important characteristics but neglected in previous music‐related studies. The purpose of this paper is to investigate the effects of these two variables on consumers' responses to advertisements. Design/methodology/approach A 2 × 2 experimental design was used to examine the effects of a song's period and the lyrics' relevance. The hypotheses were tested with a structural equation analysis. Findings Previously heard old songs have positive ad effects due to evoking consumers' good moods or by generating more favorable nostalgia‐related thoughts. High‐relevance lyrics facilitate the production of favorable ad execution‐related thoughts, which improve ad attitude directly and indirectly through good moods. Research limitations/implications Only undergraduate students are sampled. Further, the experiment focuses solely on music‐dominated ads for low involvement products. Practical implications For advertising targeting the young generation, the use of a popular song released during their childhood can elicit feelings of nostalgia and lead to good moods as well as favorable brand attitudes. Such effects, can be strengthened by high‐relevance lyrics. Originality/value Placing a previously heard popular song in a TV ad can evoke nostalgic feelings and generate favorable ad effects even when the product and other ad design elements are not related to nostalgic themes. The persuasion mechanism of nostalgia follows a dual‐route process, in which the cognitive route seems to be more influential than the affective route. The importance of lyrics' relevance is demonstrated to the extent that its impact on brand attitude can exceed that of song's nostalgia.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 52 citations exist upstream.

References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1988Development and validation of brief measures of positive and negative affect: The PANAS scales.1988Development and validation of brief measures of positive and negative affect: The PANAS scales.1988On the Evaluation of Structural Equation Models 1991Emotion And Adaptation 2002Principles and practice in reporting structural equation analyses.1980Tests for comparing elements of a correlation matrix.1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context

Cited by

2018The roles of message appeals and orientation on social media brand communication effectiveness 2019Bygone days and memories: the effects of nostalgic ads on consumer brand resurrection movements

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.