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| Author: | Muehling, D.D. Sprott, D.E. |
| Title: | The power of reflection: An empirical examination of nostalgia advertising effects |
| Journal: | Journal of Advertising
2004 : FALL VOL. 33:3, p. 25-35 |
| Index terms: | Advertising Consumer attitudes Consumer behaviour Brands USA |
| Language: | eng |
| Abstract: | Despite its popularity as a desired response to advertisements (hereafter as: ads.), nostalgia has received surprisingly little academic research attention the advertising (here as: adv-g.) literature. This study was designed to address this void by exploring thoughts and attitudinal responses of consumers exposed to nostalgic (vs. non-nostalgic) ads. The results suggest that nostalgic cues in adv-g. do indeed influence the type of thoughts consumers have during ad exposure, and that these thought processes appear to have an influence on attitudes toward the advertisement and advertised brand. |
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