Articlebronze2013

How Strong is the Pull of the Past?

Altaf Merchant · Kathryn A. LaTour · John B. Ford · Michael S. LaTour

95 citations0/0 files storedJournal of Advertising Research

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Nostalgia and Consumer Behavior Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

ABSTRACT Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated but distinct dimensions: past imagery, positive emotions, negative emotions, and physiological reactions. This multidimensional scale showed a high level of validity and reliability. Moreover, due to careful choice of sampling frames, the study demonstrates a high level of external generalizability. Evaluating nostalgia-based advertising using the study9s multidimensional scale may provide marketers with strategic insights for developing and fine-tuning advertising aimed at inducing nostalgia among consumers.

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Cited by

2017Reconnecting with the past in social media: The moderating role of social influence in nostalgia marketing on Pinterest 2019The effect of nostalgia on hotel brand attachment 2020Reminiscing Other People’s Memories: Conceptualizing and Measuring Vicarious Nostalgia Evoked by Heritage Tourism 2015‘The good old days’: An examination of nostalgia in Facebook posts 2020How do consumers perceive old brands? Measurement and consequences of brand oldness associations

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