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Nostalgic marketing, perceived self-continuity, and consumer decisions
Abstract
Purpose
The purpose of this paper is to examine the effects of nostalgic marketing on consumer decisions, including the relation of nostalgia to perceived self-continuity, brand attitude (BA), and purchase intent (PI).
Design/methodology/approach
The study uses an experimental design that compares individuals’ responses to past-focussed (nostalgic) vs present-focussed (non-nostalgic) advertising across a range of three product types. Analyses include structural equation modeling (SEM) to investigate direct and mediated relationships.
Findings
Nostalgic past-focussed advertisements (as compared to present-focussed advertisements) elicited higher perceived self-continuity which led to more favorable ratings of BA and greater intent to purchase the product. These effects held up regardless of product type. SEM showed that the relation of advertising-evoked nostalgia to BA is partially mediated by consumer’s perceived self-continuity. BA also directly predicted PI.
Practical implications
These findings provide two implications for marketing managers. First, the perceived self-continuity plays an important role in the success of nostalgia marketing. As such, advertising designed to directly influence perceived self-continuity should be used for framing a nostalgic marketing purposes that aims to connect consumers to particular brands. Second, evoking nostalgia in marketing communications is not just effective for one product type but appears to be useful across a variety of product type (i.e. utilitarian, hedonic, and neutral).
Originality/value
The study is based within an experiential marketing framework but is innovative in examining the specific experience of nostalgia and linking it to consumer’s identity (i.e. self-continuity). This area has received little attention and appears to be a promising area for future research on consumer decisions.
... 93). It is also considered that the present state relies upon prior situations, since the current self remains inextricably linked with the remembered self (Ju et al., 2016). High self-continuity thus suggests perceived autobiographical coherence across time (Sedikides et al., 2016). ...
... Importantly, given that self-continuity underscores the significance of the remembered self, this presentpast linkage of "sameness" has important implications closely related to nostalgic reveries (Ju et al., 2016). For example, Sedikides, et al.'s work (Sedikides et al., 2016) reveals that nostalgic reminiscing "imbues the selfsystem with self-continuity" (p. ...
... Zhang et al., 2021) bridges the continuous sense of self across chronological time. Building coherence between the past and the present as well as projecting into the future self can thus elicit pleasure and bolster relational bonds (Ju et al., 2016). Hence, this inquiry asserts that self-continuity encourages tourists to proactively absorb nostalgic appeals and seek conduits to relate to the remembered self. ...
Heritage tourism can enable tourists to indulge in a cherished past enriched with cultural-historical treasures. This study draws on theories pertaining to social identity, psychological ownership, and self-continuity to synthesize a model concerning nostalgic heritage tourism. The hypothesized framework was assessed using structural equation modeling with survey-based data secured from 30 heritage sites. Findings reveal that nostalgic heritage travel motivation is positively related to place identification and reminiscing enjoyment. Serial mediating effects of psychological ownership that bridges reminiscing enjoyment/place identification and future self-concept and travel behavior are also warranted. Furthermore, self-continuity is found to moderate the postulated relationships.
... Nostalgia is always an exciting thing to discuss and feel. When it comes to marketing, experiential marketing has gained a lot of customer attention (Ju et al., 2016). Experiential marketing of a product is done by making use of the emotional aspects of the customers. ...
... These kinds of approaches can develop nostalgic feelings in customers. (Ju et al., 2016). Studies have proved that nostalgic advertisements are capable of generating a favorable attitude towards the product (Muehling & Sprott, 2004). ...
... This helps them recollect the good moments in their childhood. The marketer should reduce the gap between the past and present self of the consumer(Ju et al., 2016). ...
The current research paper aims to analyse the role of Nostalgic Emotion in not only creating a better Attitude and Attachment towards the product (here toys), but also by enhancing the purchasing intention among customers. The data for this study was collected from respondents aging from 20 years and above. The findings of this research revealed that there are no significant gender differences in the case of Nostalgic Emotion. Furthermore, the results also showed that Attitude and Attachment towards the product (toys) play as a mediating role between Nostalgic Emotion and the Purchasing Intention of the customers. It can be concluded that toy manufacturing companies can use nostalgia marketing as an effective way to attract more customers, thereby increasing its sales and profit. The results of this paper add to the existing literature on nostalgia marketing and also provides an insight into how nostalgia marketing can be considered as a better marketing tool in the Toy industry.
... The highly emotional nature of the sport product and strong dependence on social facilitation manifest in consumer identification with brands (e.g., sport retro brands), unlike popular culture offerings in a traditional market space (Mullin et al., 2014). Most importantly, retro branding in sport has become an effective marketing vehicle which focuses heavily on consumers' nostalgic experiences, closely intertwined with a person's self-concept (Brown et al., 2003;Ju, Kim, Chang, & Bluck, 2016;Zhao, Li, Teng, & Lu, 2014). To illustrate, the Miami Heat's "Vice" City edition uniforms not only resonate with a wide range of fans across generations, but also foster a sentimental bond within the local community. ...
... The existing literature asserted that nostalgia fosters self-continuity (i.e., a sense of connection between the past present times) and well-being and allows an individual to cope with Global Sport Business Journal 2021 Volume 9 dissatisfaction associated with the present (Sedikides, Wildschut, Cheung, Hepper, Vail, Brackstone, Routledge, Arndt, Zhou, & Vingerhoets, 2016;Sedikides, Wildschut, Routledge, & Arndt, 2015). As it pertains to consumer response to retro branded offerings, the current theoretical framework relies on consumers' longing to travel back to previous time periods as a means for personal continuity (Ju et al., 2016). In Davis's (1979) view, by revisiting our positive past, nostalgia ensures continuity of one's identity, thereby granting us current and future worth. ...
... Turning back to the happy past and, as a result, muting the uncertainty of the present, is the essence of continuous identity tied to nostalgia (Davis, 1979). Importantly, this yearning for personal past is activated through consumption of products (e.g., retro brands) and nostalgic marketing messages (Ju et al., 2016). Restated, retro branding fits within the context of selfconcept and continuous identity, wherein nostalgia fosters this process. ...
While there has been a “nostalgia boom” in the sport industry from the standpoint of apparel and branding, the interpretation of retro design components by sport consumers has been neglected by sport management scholars. The primary aim of this study was to decipher distinct patterns in retro design specifications and how sport consumers respond to these retro branding elements. Concentrating on specific details of retro branding (e.g., aspects of team logo and uniform design elements), the present study enhances the understanding of retro branding tactics utilized by sport organizations and how retro product offerings are perceived by the consumer. Sixteen sport consumers with thorough knowledge of retro branding practices in sport participated in in-depth semi-structured interviews. The results of this study demonstrate there are three distinct themes across the collected data (i.e., general sport retro associations, retro design elements, and impact of retro design details).
... The key element in nostalgia marketing is to expose consumers to the product itself or a nostalgic marketing message thereby revealing positive emotions that enable them to mentally return to past experiences. Nostalgic advertisement creates positive emotions of the past and connects these emotions to the advertised brands (Ju et al., 2016). ...
... Previous studies on consumer behavior and nostalgia have examined different cognitive and emotional factors. The studied cognitive variables are nostalgia proneness (Holbrook, 1993;Havlena and Holak, 1996;Reisenwitz et al., 2004;Holak et al., 2006;Seehuse et al., 2013), evoked nostalgia (Baker and Kennedy, 1994), longing for the past (Holbrook and Schindler, 1994;Schindler and Holbrook, 2003), attitudes towards advertisements and brands using nostalgic clues (Pascal et al., 2002;Muehling and Sprott, 2004;Sultan et al., 2010;Kessous and Roux, 2010;Muehling and Pascal, 2011;Bartier, 2011;Merchant and Rose, 2013;Ju et al., 2016) and the purchasing intent for nostalgic products (Rindfleisch et al., 2000;Sierra and McQuity, 2007). The examined emotional factors were nostalgia intensity for the past and related emotions Havlena, 1992, 1998;Holbrook and Schindler, 2003;Barrett et al., 2010;Madoglou et al., 2017). ...
... Advertisers are of the opinion that nostalgia related stimuli (nostalgic words, pictures, music etc.) may evoke nostalgia in consumers hence leading to the development of a positive attitude with regard to their brands, products and purchasing intention. Results of previous studies (Pascal et al., 2002;Muehling and Sprott, 2004;Muehling and Pascal, 2011;Ju et al., 2016;Morgul, 2017) set forth that the senses evoked by an advertisement contribute to explaining the influences of the advertisement on consumer attitude and behavioral responses. Therefore, it was assumed in this study that advertisements leading to nostalgic reactions will contribute to making the brand be perceived better and thus result in increased sales probability, and the following hypotheses were developed: H 4 : Ad-evoked nostalgia has a significant effect on brand attitude. ...
... Introduction individuals to feel continuity in their identity. Specifically, research indicates that nostalgia can be positively related to self-continuity, which can be defined as connected feelings between the past-self and present-self (Ju, Kim, Chang, & Bluck, 2016;Sedikides, Wildschut, Arndt, & Routledge, 2008). Ju et al. showed that nostalgia-related advertisements, including those that generate continuous feelings about oneself, can promote positive attitudes toward a specific brand and one's intention to purchase the brand. ...
... The concept of nostalgia has been described as homesickness, which was recognized as a medical disease in the nineteenth century (Sedikides et al., 2008). Yet, the concept of nostalgia has changed holistically, and the term now implies a positive connotation in industry and academic disciplines (Holbrook & Schindler, 1991;Ju, Kim, et al., 2016;Sedikides et al., 2008). We adopted the definition of nostalgia as 'a sentimental longing for the happiness of a former place or time' (Sedikides et al., 2008, p. 305). ...
... In this study, we used the nostalgia concept as a whole to focus on developing a theoretical model. Ju, Kim et al., (2016) developed a theoretical framework explaining the relationships among nostalgia, self-continuity, consumers' attitudes and intention to purchase. The results suggested that nostalgia could enhance self-continuity, which can be defined as a sense of connectedness between one's past and present self (Sedikides, Wildschut, Routledge, & Arndt, 2015). ...
The primary purpose of the current study was to develop a theoretical model regarding nostalgia, self-continuity, pride, and the intention to visit a sport team's hometown and examine the moderating effect of length of time as a sport fan. The study involved showing a short nostalgic video clip and investigated relationships using structural equation modeling (SEM) and multigroup SEM. The results suggest that self-continuity is an important indicator of the relationship between nostalgia and pride and enhances the intention to visit a sport team's hometown. The results also showed that self-continuity is an important indicator for new fans but not for long-term fans.
... Prior researches in the area of nostalgia have discussed various aspects such as age identity, judgment of the product, brand attitude, perceptional analysis, cognition, attitude and intentions etc. (Ju et al. 2016 [10]; Kazlauske and Gineikiene 2017 [11]; Marchegiani and Phau 2011 [23]; Marchegiani and Phau 2010) [17]. However, there is a difference between intentions to buy and actual purchasing from the customers. ...
... Prior researches in the area of nostalgia have discussed various aspects such as age identity, judgment of the product, brand attitude, perceptional analysis, cognition, attitude and intentions etc. (Ju et al. 2016 [10]; Kazlauske and Gineikiene 2017 [11]; Marchegiani and Phau 2011 [23]; Marchegiani and Phau 2010) [17]. However, there is a difference between intentions to buy and actual purchasing from the customers. ...
... As discussed above, the authors mentioned three things in the definition, pleasant feelings, things, and younger age. The definition is taken in its true essence in this study as it is focused on the feelings of consumers emerged after the nostalgic advertising which may help consumer recalling about the past (pleasant) (Ju et al. 2016) [10]. This explanation means that the study is focused on the personal nostalgia and not on historical nostalgia which justifies the mediator self-continuity, which means customers own life experiences are focused to capture in the study. ...
Nostalgic advertising in marketing is considered as positive or favorable attitude towards people, place or things of the individuals when they were younger. The literature has discussed this area in many ways including its connections with the purchase intentions; however this research is conducted to identify the possible influence of nostalgic advertising on the purchase behaviors of consumers. The research highlights the importance of nostalgic advertising when it comes to actual purchase of the products. The other factor discussed in the research is age because as human grow they used to look back more often. Based on above problems, the model of the study is focused on two dimensions to highlight the role of nostalgia towards consumer buying behavior and whether age has any role in the process or not. The study opens many avenues for the future researches to dig in and explore nostalgic advertising and its consequences that are towards consumer behavior side.
... Past research shows that, regardless of product type, past-focused advertising elicits positive nostalgic feelings that in turn increase consumer preferences (e.g., Ju, Choi, Morris, Liao, & Bluck, 2016a;Ju, Kim, Chang, & Bluck, 2016b;Muehling, Sprott, & Sprott, 2004). We argue, however, that different product types may align with different Social Selectivity Theory goals (SST: Carstensen, Isaacowitz, & Charles, 1999;Carstensen, 2006), thus affecting the efficacy of nostalgic advertising. ...
... In line with these findings, in the marketing literature, past-focused advertising has been shown to be more effective (i.e., compared to present-focused) including eliciting more favorable attitudes toward the advertisement itself and greater intent to purchase the product. Effects hold regardless of product type (e.g., camera; Ju et al., 2016a;camera, fragrance, and wine;Ju et al., 2016b;toothpaste;Muehling, Sportt, & Sultan, 2014;Disney products;Braun, Ellis, & Loftus, 2002;charity donations;Merchant, Ford, & Rose, 2011). Studies have clearly identified feelings of nostalgia as an important mechanism through which past-focused advertising is effective. ...
... Encouraging people to look back positively, with nostalgia, on a past life period has been shown to generate favorable consumer views on a variety of products including both hedonisticoriented (e.g., fragrance, wine, restaurants; Ju et al., 2016b) and utilitarian-oriented products (e.g., toothpaste; Muehling et al., 2014). The current studies provide additional evidence for this line of experiential marketing research. ...
Humans remember their past and consider their future. Nostalgic advertising, focused on the personal past, increases positive
consumer response to products. This research examines how future time perspective (FTP) moderates that effect. Based on socioemotional
selectivity theory, the products studied represent goals individuals have when time feels limited (i.e., camera: familiar, socially focused, emotionally meaningful) or open-ended (i.e., VR-One: novel, information-focused, entertaining). As expected, ad-evoked nostalgia heightens positive consumer response to the camera, increasingly so when FTP feels limited (Study 1; N = 288). For the VR-One, ad-evoked nostalgia again increases positive response but less so when time feels limited (Study 2; N = 283). Thinking about how the past and the future interact to
influence consumer preferences in adulthood is discussed.
... Customer value, according to Woodruff (1997), is defined as consumers' choice and appraisal of product qualities and their utility in helping or hindering them from attaining their goals in a certain environment. Because nostalgia can trigger good feelings, improve consumers' self-identity, and hence improve customers' judgment of items, it is commonly recognized as an essential influencing factor in product consumption perception (Ju et al., 2016). According to Holbrook and Schindler (2003), nostalgia influences the consumer experience by positively influencing the respondents' experience values. ...
... Traditional tea should seek certification as an agricultural heritage product (Hamilton and Wagner, 2014;Merchant and Rose, 2013). This study applies two variables, nostalgia proneness, and perceived value, to explain consumers' purchase intention and explore the prevalence of nostalgia among consumers in terms of psychological mechanisms, which can further improve the generality of the explanation (Ju et al., 2016;Kim and Yim, 2018;Xia et al., 2021). At the same time, the value of nostalgia is expansive, and many past studies have shown that nostalgia can increase consumer pro-social behavior (Juhl et al., 2020) and encourage consumers to eat healthier (Lasaleta et al., 2021). ...
Globally Important Agricultural Cultural Heritage Systems (GIAHS) were recommended by the United Nations to promote the development of agricultural heritage, as agricultural sustainability is garnering more and more attention, and therefore agricultural heritage is revived. Consumer preferences for agricultural heritage products, which are a vital driver of sustainable agriculture, have been neglected in previous studies. Given the recent focus on consumer nostalgia in marketing, this study uses traditional tea as an anchor to investigate the relationship between consumer nostalgia proneness and purchase intention to contribute to the preference for agricultural heritage products. We used a high-order structure to investigate the mechanism, the results revealed that nostalgia proneness positively influences purchase intention, with perceived value as a mediating factor in this study. We extend the theory of perceived value to include the analysis of consumers' agricultural heritage products preferences, improve the application of nostalgia proneness, and provide management suggestions based on the findings.
... Marketing that evokes nostalgic emotions, with reference to consistency in a person's identity or behaviour over a certain period of time, may foster positive attitudes towards a product and the intention to purchase it (Ju et al., 2016). Furthermore, Chang et al. (2020) found that self-continuity positively affects feelings of pride of a sports fan. ...
... Here, consideration should be given to self-congruity, since it has a strong connection to a person's identity assessed over time (Ju et al., 2016). Results in section 4.1 show a moderately high level of self-congruity among respondents, which may imply a consistent idea about their personality. ...
The following study investigated the impact of nostalgia on the intention to purchase the Minnesota Wild 2022 NHL Winter Classic retro jersey, with consideration to self-continuity, pride, team identification, team attachment, and team loyalty. Quantitative data were gathered from 155 NHL spectators, mainly from the USA, and assessed through a confirmatory factory analysis. The study found that nostalgia is mediated through feelings of pride evoked by the Wild’s Winter Classic jersey to positively influence the intention to purchase the jersey. It was further found that a second path leads from nostalgia to pride, that positively impacts team identification, which then incites affective emotions to strengthen team attachment, and finally exerts a positive influence on the intention to buy the jersey. Furthermore, no significant direct effect was found from nostalgia to purchase intention, nor from self-congruity and team loyalty to purchase intension. Based upon the findings of this research, the article offers recommendations for retro marketing of the Minnesota Wild 2022 NHL Winter Classic jersey through marketing communications.
... From that perspective, nostalgia can essentially be understood as "a preference (general liking, positive attitude, or favorable affect) toward objects (people, places, or things) that were more common (popular, fashionable, or widely circulated) when one was younger (in early adulthood, in adolescence, in childhood, or even before birth)" (Holbrook & Schindler, 1991, p. 330). The marketing literature shows that advertising that has a nostalgic appeal has positive effects such as enhancing attitudes toward products and brands, strengthening purchase intent (Ju, Kim, Chang, & Bluck, 2016;Muehling et al., 2014), eliciting greater willingness to pay for products (Lasaleta et al., 2014), and increasing charitable giving (Ford & Merchant, 2010;Merchant et al., 2011). Previous nostalgic advertising studies have focused on comparing the effects of past-focused advertisements (childhood, e.g., "remember when you were a kid": Muehling et al., 2014; or general past times, e.g., "looking back on the years," "the good old days": e.g., Youn & Jin, 2017) versus those of present-focused advertisements. ...
Research has suggested that advertisements framed in reference to the reminiscence bump (i.e., adolescent and early adulthood years) are more effective than advertisements that focused on other periods within a U.S. sample. The current study examines whether the bump effect varies across culture (the United States vs. South Korea). Using a 3 (time frames: bump advertisements, non-bump past advertisements, present-focused advertisements) × 2 (nations: the U.S. and South Korean participants) between-subjects design, our results showed that the effectiveness of the reminiscence bump-framed advertisements was not affected by nations. Across the United States and South Korea, the reminiscence bump-framed advertisements elicited a greater feeling of positive nostalgia, more positive attitude toward the advertisement, and stronger purchase intention. In addition, the positively evoked nostalgia mediated the effect of the bump-framed advertising on both ad attitude and purchase intention.
... At present times, several businesses are faced with the so-called "retro trend" and the revival of once outdated technology, also known as retro technology, to modern marketplaces [73], which can be effectively used to promote a product [74,75]. Following Arslan and Oz [76], the retro concept has spread throughout the world, including in the luxury goods sector [34]. ...
Global sales of second-hand luxury products are steadily increasing. To better understand key drivers for purchasing second-hand luxury products, a survey was conducted including 469 respondents. The study not only includes existing customers, but also non-customers and thus potential future clientele. Based on the theory of planned behavior, the components of attitude, subjective norms, perceived behavioral control, and individual motivators (creative, economic, ethical, nostalgic, sustainable) were investigated. Using structural equation modeling, the results support the influence of attitude, past purchase experience, perceived behavioral control, and subjective norms on purchase intention. Attitude, in turn, is mainly impacted by economics and ethics as individual motivators. Further, subjects were asked to state their own definition of luxury and to name individual reasons for and against second-hand luxury products. Thereby, quality turned out to be double-edged: on the one hand, second-hand products were able to prove their quality, on the other hand, the fear of counterfeits and unhygienic products was cited. Overall, consumers of second-hand luxury goods are heterogeneous and have different buying experiences with one or more of the three categories: new luxury goods, second-hand luxury goods, and second-hand products. The study thus expands the understanding of the transformation within the (second-hand) luxury industry.
... Vicarious nostalgia positively influences brand attitude (Marchegiani and Phau, 2011). In an experimental design study that compared consumers' responses to nostalgic and non-nostalgic messages, Ju et al. (2016) concluded that past-focused (nostalgic) content led to more favourable attitudes toward the brand compared to present-focused content. Other empirical evidence (e.g., Baker and Kennedy, 1994;Muehling and Sprott, 2004) also supports the claim that nostalgic messages can lead to more positive brand attitudes. ...
Given that previous studies have supported the idea that brand storytelling has a significant impact on consumer behaviour, brand stories are increasingly becoming a part of companies' marketing communications tools. The present study investigates the effect of nostalgic corporate storytelling on consumer responses to the brand. Its originality lies in the fact that it is the first attempt to explore nostalgic storytelling, and its effect on consumer responses. A survey was conducted with a sample of 233 respondents; the telling of a story for a fictitious brand was used. The main findings reveal that attitude toward this particular storytelling mediates the relationship between fantasies about past eras and brand attitude, brand attitude mediates the relationship between attitude toward storytelling and brand heritage, the relationship between fantasies about past eras and brand heritage is mediated by brand attitude, whereas the association between fantasies about past eras and brand heritage is sequentially mediated by attitude toward the storytelling and attitude toward the brand.
... Nostalgia proneness was mainly related to the living environment, personality, life accident, insecurity, past experience, and loneliness (Ford and Merchant, 2010;Wang et al., 2011;Juhl et al., 2020). Regarding consumer nostalgia in marketing, it was mainly reflected in the decision-making of consumers, brand building, product design, and advertising development (He, 2010;Ju et al., 2016;Fan et al., 2020). The studies by Wang (2010) and Kittikorn and Phanom Klee (2019) showed that stylish nostalgia, technology nostalgia, and nostalgic stories had a regulation effect on consumers' nostalgia proneness and purchasing desire. ...
The rapid outbreak of COVID-19 wreaked havoc and brought a pause to the normal lives, and the labor market and human livelihoods were strongly negatively affected because of it. The emergence of groups that were unable to withstand various pressures has increased the appeal of donation behavior to a certain extent. Therefore, under the impetus of COVID-19 and digital background, online donation represented by Waterdrop financing has become popular. In the common difficult period, how to improve an individual’s willingness to donate online has become an urgent problem to be solved. To address this issue, on the basis of previous literature, we proposed a research hypothesis and a theoretical model of “nostalgia-relationship variables-donation”. After that, we determined the measurement scale, conducted a large sample survey, and finally conducted hypothesis testing through confirmatory factor analysis and structural equation modeling analysis. Through the above analyses, the study reached the following conclusions: the main influence factors of personal nostalgic proneness are insecurity, past experience, loneliness, and recovery from grief, among others. There is a positive causal link between nostalgia proneness and familial utility intensity and emotional utility intensity. The greater the degree of the nostalgia intensity of the donor, the more the trust placed in charitable organizations. The donors’ relationship commitment to charitable organizations significantly influences their online donation willingness. The main source of relationship commitment consists of emotional intensity, followed by trust, and finally, familial intensity.
... In the era of digital marketing, content must be displayed to tell the story, myth, or the origin of the product through social media rather than focusing on advertising through radio and television like in the past [15], [40][41]. Therefore, Thai herbal business entrepreneurs turn to create product content through social media to create awareness of the value of the product from the accurate information about the safety of the use of the product as well as the properties of herbs that are important for various bioactive substances because it is a low-cost communication and can reach consumers quickly and spread widely (viral marketing) [42][43]. ...
The main obstacle affecting the natural and herbal products industry is the infringement of trade patents. This resulted in losing the opportunity to compete with others in this business. Creating additional value to this business is, therefore, a way of leading to patenting for trade protection for entrepreneurs. This study was conducted to develop the structural equation modeling of guidelines for creating additional value for Thai herbs to support trade patent. The study comprises a mixed method with three parts. In the first part, data comes from interviews with selected 9 specialists. The second part was supported by interviews to create the questionnaire and distributed it to 500 entrepreneurs, the next step was the data analysis using structural equation modeling (SEM). The third part used data from the SEM model to discussion focused on developing the conceptual model by 7 experts. The analysis of the developed model passed the criteria for evaluating consistency and empirical data. All hypotheses proposed in this study were supported, the findings revealed that all factors had a direct effect at a statistically significant level of 0.001. Furthermore, this investigation allows knowing the Brand Identity factor were practically important for creating value of Thai herbs leading to patent protection.
... A study in Taiwan by Chen, Yeh and Huan (2014) found that nostalgia has both direct and indirect impacts on consumption intention; consumption affected by nostalgia varies depending on the individual, and younger customers' predisposition. Ju, Kim, Chang and Bluck (2016) finds that nostalgic past-focused advertisements (as compared to present-focused advertisements) elicited higher perceived self-continuity which led to more favorable ratings and greater intent to purchase the product. These effects held up regardless of product type. ...
Nostalgia has a solid presence in marketing. Studies have shown that nostalgic marketing strategy could be a powerful tool to market some goods and services. It has been seen that nostalgic marketing campaigns are becoming a preferred way of making the most out of brand equity possessed by old products, logos, and packaging. This study examines the prospects of nostalgia marketing for the music market and probes the level of nostalgia among various sets of personal characteristics. The study has applied a two-stage stratified sampling method. Seven strata have been identified based on respondents’ occupation, then a random sampling technique for final sample selection has been applied. Results suggested that nostalgia proneness varies among different groups of people. The study also found a strong association between nostalgia proneness and some individual and group characteristics. The study is thus telling decision-makers to seriously look into the nostalgia fact so that opportunities could be exploited. As a future research direction, it is advised to conduct multiple rigorous studies to comprehend the issue from varied perspectives.
... Retro product design [i.e. vintage car designs such as the Volkswagen Beetle or the Mini reimagined with current technological features, or restaurants made to look like 1950s dinars (Brown, 1999)], and nostalgic marketing [using old style typefaces, faded vintage colours, and depictions of old world technology or fashion], facilitate an experience of returning to the past (Ju et al., 2016). With a promise of providing a sense of identity congruency and selfcontinuity across time, nostalgia can be consumed to counteract a subconscious feelings of existential angst at perceived personal self-discontinuity (Sedikides et al., 2004(Sedikides et al., , 2015. ...
We propose a reawakening of interest in the role of artistic knowing for managerial education, presenting a pedagogy that is sensitive to cultural context and aimed at enabling the phronetic management of paradox. Inspired by fado, the iconic Portuguese popular music, especially the ways in which it embodies the stresses of society, we develop strategies for management learning based on engagement with art that fosters sensitivity to paradox. We contribute to management learning by inviting practitioners to be sensitive to the complexity of competing tensions in the cultures and language in and through which everyday lives are lived by bringing attention to the potential of artistic knowing for highlighting and navigating management paradoxes, to develop phronesis.
... Psychologists show that nostalgia allows people to create a sense of perceived self-continuity in which their current self-concept is linked to their past self-identity as a form of identity continuity (Sedikides et al., , 2015. In consumer behavior literature, Ju et al. (2016) demonstrate that perceived self-continuity mediates the relationship between nostalgia advertisement and positive customer intent to purchase. Hence, nostalgia may enable lonely consumers to alleviate the temporary feeling of loneliness as well as their negative self-evaluation by restoring their actual self-identity from the past as a form of perceived self-continuity. ...
This paper explores the mechanism by which consumers use their self-brand connections and emotional attachment with brands to cope with the emotional loneliness that may be caused by the absence of intimate relationships with close others. The authors also examine the mediating roles played by nostalgia and materialism on the reinforcement of brand loyalty in this process using a multi-stage model. An online survey with 456 Malaysians working adults supports all the hypotheses. Specifically, emotional loneliness has positive associations with nostalgia and materialism, both of which mediate the positive associations between emotional loneliness and self-brand connections. Self-brand connections also mediate the positive associations of nostalgia and materialism with emotional brand attachment, which in turn mediates the positive association between self-brand connections and brand loyalty. The authors discuss the theoretical contribution and managerial implications of these findings.
... ,Ju et al (2016),Chen et al (2014), Pascal et al (2002,Siuda (2018).Fariz & Putra's (2020) research in the Indonesian context also confirms this positive effect of nostalgia to purchase intention, where both personal and historical nostalgia influence positively and significantly to purchase intention of Viennetta Ice Cream. ...
This study proposes and tests an interactional model of purchase intention where openness to experience serves as a core construct between nostalgia and purchase intention. Based on Identity Social Theory and the Big Five Model of personality traits, nostalgia and openness to experience are proposed as contextual and individual variables that are interrelated in this process. The interaction between openness to experience and nostalgia leads to buying intention behavior. In general, this model needs a moderation process where openness to experience is a crucial factor to transform the contextual resource into purchase intention behavior. The hypotheses are examined using structural Equation Modelling, based on data obtained from a self-administered survey of 273 respondents. We discuss the implication, both theoretical and practical in this study.Keywords: Nostlagia, Openness To Experience, purchase Intention, Social Identification Theory.
... Perusahaan dapat menggunakan nostalgia sebagai strategi untuk memasarkan produk, atau disebut juga dengan pemasaran nostalgia, yaitu strategi pemasaran yang memanfaatkan isyaratisyarat nostalgia dalam desain produk, pengemasan produk, atau kampanye iklan untuk membangkitkan nostalgia dalam diri konsumen (Lammersma & Wortelboer, 2017). Ju et al (2016) menggolongkan pemasaran nostalgia ke dalam experiential marketing yang lebih menekankan ke aspek-aspek di luar produk itu sendiri, misalnya emotion/perasaan, dimana kunci utamanya adalah untuk membuat mental atau pikiran konsumen kembali ke masa lalu yang menyenangkan melalui produk itu sendiri ataupun pesan-pesan yang disampaikan dalam iklan. Penelitian mengenai nostalgia telah banyak dikaitkan dalam topik lain dalam pemasaran, seperti loyalitas merek, makna merek. ...
Abstrak.Penelitian ini bertujuan untuk mengetahui adanya pengaruh nostalgia personal dan nostalgia historis terhadap keinginan membeli, serta membandingkan keduanya. Menggunakan Teori Identitas Sosial, riset ini berpendapat bahwa isyarat tertentu dalam iklan dapat membangkitkan nostalgia pada konsumen, yang akan mengenali produk tersebut terkait dengan identitas sosial dan dirinya, sehingga akan menghasilkan perilaku yang positif. Kami menggunakan regresi dan R2 untuk menguji hipotesis. Hasilnya, dimana responden sebagian besar adalah kaum milenial, menunjukkan bahwa kedua nostalgia berpengaruh positif terhadap keinginan membeli, dan menariknya nostalgia historis memiliki pengaruh yang lebih besar.Kata Kunci: Pemasaran, nostalgia personal, nostalgia historis, Teori Identitas Sosial, keingingan membeli Abstract. This research aims to test the influence of personal nostalgia and historical nostalgia to purchase intention, also to compare between those nostalgia. Using Social Identity Theory (SIT) as a main theory, this research argue that certain cue in advertising may evoke nostalgia in consumer and then acknowledge that the product is related to respondents’ social identity as well as self identity, resulting in positive consumerbehavior. We use regression and R2 test to test the hypotheses. The results, which respondents are mainly millennials, show that both nostalgia affect purchase intention, and interestingly, historical nostalgia has higher influence.Key Words: Nostalgia, Personal Nostalgia, Historical Nostalgia, Social-Identity Theory, Purchase Intention
... Research in Samoa [26,44] and Solomon Islands [45] has demonstrated a preference for local foods. Nostalgic past-focused marketing (as opposed to present-focused marketing) can lead to more favorable brand awareness and greater intent to purchase a product [46]. From a marketing perspective, private companies and the food industry could employ similar strategies whereby advertising is designed to directly elicit feelings of nostalgia that connect consumers to eating sea grapes. ...
Edible seaweeds have significant potential to contribute to sustainable diets that promote health of Pacific Islanders in ecologically, economically, and socially acceptable ways. No studies to date have investigated motivators for and the consumption of edible green seaweed from the genus Caulerpa (sea grapes) in Samoa and Kiribati. An observational, cross-sectional study utilized an interviewer-administered questionnaire to explore consumption behaviors and the role of sea grapes in the current diets of individuals in Samoa and Kiribati. Of the total 145 participants (n = 79, 54.5% Samoa; n = 66, 45.5% Kiribati), half (n = 76, 52%) reported consuming sea grapes. A significantly greater proportion of Samoans (n = 56, 70.9%) reported consumption than I-Kiribati participants (n = 20, 30.3%). A greater proportion of consumers were male (n = 47, 61.8%). Samoan consumers reported consumption of sea grapes with a higher diversity of foods and being related to traditional events or ceremonies. Motivators for consumption varied between countries, with Samoan consumers reporting strong agreement for taste and value for money, and identified sea grapes as nutritious food, as influences on consumption. Easy access was a motivator in Kiribati only. The findings of this study are underpinned by the degree of food security and differences in culture in Samoa and Kiribati. Future public health efforts to integrate traditional fresh food into local food systems will need to work within the existing social parameters in each respective country.
... Rooted in experiential marketing, the concept of nostalgia marketing is designed to initiate stimulation which provokes senses and feelings (Ju et al., 2016), two components highly related to consumer behavior (Cui, 2015). Sensory interactions, although not a tangible commodity, can activate deep and powerful feelings, whereby the consumer longs to reenact a favorable experience. ...
The purpose of this study was to explore nostalgia’s effect on MiLB spectators’ psychological, emotional, and behavioral responses. Mobile encephalography (EEG) headsets were used to monitor attendees’ neurological responses that may be indicative of nostalgia, while an ecological momentary assessment (EMA) permitted the capturing of spectators’ self-reported nostalgic levels. This approach allowed participants’ mental scores to be analyzed in relationship to their nostalgic occurrences. Brainwave frequencies emblematic of inward attention and arousal were significantly related with the number of instances spectators reported feeling nostalgic, which denote mental dispositions prevalent among attendees more prone to nostalgia. Moreover, PROCESS macro regression highlighted nostalgia’s ability to influence spectators’ behavioral intentions. Results also revealed environmental stimuli originating from sight, sound, and sociability to be especially prominent in triggering nostalgia. Overall, the study’s findings reveal unique characteristics present in baseball that render both immediate and enduring effects.
... In the context of this study, nostalgia allows players to mentally return to the experience of a pleasurable event. Ju et al. (2016) further argued that users in a nostalgic condition have high levels of positive affect. Moreover, such favorable memories tend to be retained and further transformed into positive emotional responses (Hwang and Hyun, 2013). ...
By adapting Brunswik's lens model and the mechanics, dynamics, and aesthetics (MDA) framework, this study empirically investigated how perceptions of the game features (mechanics), influence game-challenge reactions (dynamics) and playfulness (aesthetics); these influences affected service experience evaluation. The findings revealed that locatability, navigability, and controllability exert positive effects on game-challenge reactions, whereas navigability and nostalgia had positive effects on feelings of playfulness. Furthermore, the relationship between game-challenge reactions and playfulness was determined to be nonrecursive, and both of these factors positively influenced service experience evaluation.
... They concluded that a nostalgic ad produced more favorable responses than the non-nostalgic ad, irrespective of participant's past association with the brand. Besides, Ju et al. (2016) examined the effects of nostalgic marketing on consumer decisions, including the relation of nostalgia to perceived self-continuity, brand attitude, and purchase intent (Drolet et al., 2007;Muehling et al., 2014;Sedikides et al., 2015). A total of 199 participants completed the experiment (i.e., nostalgic advertising-sunscreen). ...
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 marketing initiatives for retired athletes involve associating the consumer and advertisers with sports nostalgia (Solomon, 2011). Given the capability of retired athletes to evoke the desire to "go back in time" and illuminate the sentimental feelings that consumers associate with bygone eras and their personal pasts, their personal brands offer a safer alternative in comparison to active athletes (Brown et al., 2003;Ju et al., 2016;Mullin et al., 2014;Solomon, 2011). The memories activated by images of retired athletes evoke sense of comfort and security, impacting consumer athlete brand preferences (Brown et al., 2003;Mullin et al., 2014). ...
Purpose
The purpose of this paper exploratory study is to decipher sport consumer associations and sentiments connected to the brand image of retired athletes.
Design/methodology/approach
In total, 14 sport consumers, who demonstrated an in-depth knowledge of throwback branding tactics and expertise in athlete brand promotion, participated in in-depth semi-structured interviews.
Findings
The findings indicate there are three prevalent themes across the present data (i.e. epoch epitome, athlete-team connection and off-the-field persona).
Originality/value
While the proliferation of throwback merchandise and affinity for brands of retired athletes is evident, the internalization of associations related to retired athletes has escaped empirical investigation. Numerous questions concerning how specific facets of a retired athlete’s image (e.g. athletic skills or life off the field) activate nostalgic feelings, drive consumer loyalty and establish market permanence remain unanswered. The current study contributes to the understanding of the brand image of the retired athlete and the existing literature concerning athlete branding.
... Many of the former selves who knew these people, lived in or visited these places, used these obsolete tools and devices, and lived these experiences seem ever further back in psychological time, which has created a corresponding need to recover these lost portions of our pasts (Pickering & Keightley, 2006). Nostalgia provides a way of representing these former selves as a single protagonist who was different in the past, has evolved over the years, but is, nevertheless, the same person existing over time (Ju, Kim, Chang, & Bluck, 2016;Lasaleta, Sedikides, & Vohs, 2014). ...
Reactions to nostalgia-evoking content on social media platforms like Facebook and YouTube suggest an unconscious motive of ontological security, defined as a ‘sense of presence in the world as a real, alive, whole, and in a temporal sense, a continuous person’. In addition to the unprecedented access to the past provided by social media, additional factors such as increasing human longevity, the acceleration of technological and social change, the expanded size and greater interconnectedness of social networks, the proliferation of directly and vicariously experienced places and the secularisation of society have contributed to a growing need for ontological security. Engagement with nostalgia-evoking social media content fulfils the need for ontological security by reintegrating memories of the past into an ongoing, self-affirming narrative or ‘life story’, while the digital archiving of photos and videos offers the possibility of ‘digital immortality’ for a virtual self that can be projected into the future.
... If induced by a positive past experience, nostalgia can actually increase consumer's patience (Huang et al., 2016). Furthermore, nostalgic past-focused advertisements (as compared to present-focused advertisements) elicit higher perceived self-continuity (Ju et al., 2016). ...
Purpose
Retro branding is gaining unprecedented momentum. This study aims to empirically examine the moderating impact of nostalgia proneness on the relationship between retro branding and consumer behavioral intentions in the music industry. Nostalgia and retro branding are two paramount elements conceptually discussed in literature but rarely investigated together empirically despite their interconnections.
Design/methodology/approach
An experiment including four different scenarios blending retro and contemporary stimuli was conducted on 181 subjects. Two rock band variables were manipulated: song set list (i.e. list of songs) and band lineup.
Findings
The findings suggest that mixing the past and present for a retro brand impacts consumer behavior. A more nuanced explanation is suggested by showing that a retro brand has a strong effect on consumers’ intentions to attend and willingness to pay, but not on their WOM intentions, when these consumers are more prone to feeling nostalgia.
Originality/value
Nostalgia and retro branding appear to be interconnected concepts, but few studies have assessed how nostalgia proneness can impact consumers’ intentions toward a retro brand. Fewer have investigated consumers’ intentions toward an experiential, intangible retro brand.
... If induced by a positive past experience, nostalgia can actually increase consumer's patience (Huang et al. 2016). Furthermore, nostalgic past-focused advertisements (as compared to present-focused advertisements) elicit higher perceived self-continuity (Ju et al. 2016). ...
Purpose. Retro branding is gaining unprecedented momentum. This study empirically
examines the moderating impact of nostalgia proneness on the relationship between retro branding and consumer behavioral intentions in the music industry. Nostalgia and retro branding are two paramount elements conceptually discussed in literature but rarely
investigated together empirically despite their interconnections.
Methodology. An experiment including four different scenarios blending retro and
contemporary stimuli was conducted on 181 subjects. Two rock band variables were
manipulated: song set list (i.e. list of songs) and band lineup.
Findings. The findings suggest that mixing the past and present for a retro brand impacts
consumer behavior. A more nuanced explanation is suggested by showing that a retro
brand has a strong effect on consumers’ intentions to attend and willingness to pay, but
not on their WOM intentions, when these consumers are more prone to feeling nostalgia.
Originality. Nostalgia and retro branding appear to be interconnected concepts but few
studies have assessed how nostalgia proneness can impact consumers’ intentions toward a retro brand. Fewer have investigated consumers’ intentions toward an experiential, intangible retro brand.
... Over the past two decades, there has been growing interest in the issue of nostalgia, mainly in the context of marketing, and specifically product advertising. There is a considerable amount of literature on nostalgic advertising and consumers' responses to nostalgia-themed advertisements (e.g., Pascal, Sprott, and Muehling, 2002;Muehling and Sprott, 2004;Bambauer-Sachse and Gierl, 2009;Kusumi, Matsuda and Sugimori, 2010;Muehling and Pascal, 2011;Marchegiani and Phau, 2012;Muehling and Pascal, 2012;Merchant et al., 2013;Chou, 2014;Muehling, Sprott and Sultan, 2014;Zhao, Muehling & Kareklas, 2014;Chang and Feng, 2016;Ju et al., 2016a;Ju et al., 2016b;Srivastava, Maheswarappa and Sivakumaran, 2017). In light of this, nostalgic advertisements have been proved to evoke more positive emotions and more intensive mental images than non-nostalgic advertisements, which in turn affect consumers' attitudes toward the product _________________________________________________________________________________________________ DOI: 10.17261/Pressacademia.2017.721 ...
... The feeling of affinity of these countries can be enhanced through the store's ambience experienced by the Muslim consumers in terms of decorations, music, lighting and others. This makes it possible for Muslim consumers to have nostalgic experiences ( Ju et al., 2016) that influence their preference to experience Middle Eastern products with less price sensitiveness (Firat and Venkatesh, 1995). Together with the ambience, most Muslims prefer friendlier front line staff to serve them better in the Middle Eastern outlets. ...
Purpose
To identify the potential business opportunities for Middle Eastern entrepreneurs by understanding the Malaysian Muslim’s ways of experiencing and realising value of products originating from Middle Eastern countries.
Design/methodology/approach
Phenomenography approach has been used to identify the variations among the Muslim consumers’ ways of experiencing Middle Eastern products.
Findings
The authors reported that Muslim consumers considered the country of origin (COO) as an important cue that affects their knowing, understanding, judging and acting on products originating from Middle Eastern countries.
Originality/value
Understanding developed from the Malaysian Muslim consumers enabled authors to suggest business opportunities for Middle Eastern entrepreneurs to enter and expand their operations in other leading Islamic countries.
The Chapter introduces the concept of nostalgia marketing. After referring to some real-world examples that illustrate companies’ use of nostalgia in their marketing strategies, the Chapter delves into the coverage of the phenomenon provided by the academic literature, moving from sociology and psychology to the consumer behavior field. Afterward, the Chapter briefly reviews the extant scholarly literature in order to summarize the possible effects of nostalgia on consumers and elucidate the mechanisms behind the functioning of nostalgia. Finally, the Chapter provides a detailed overview of the extant research on nostalgia in the marketing literature: In both narrative form and a synoptic table, the Chapter describes the research method adopted, the variables considered, and the main findings.
This book is a reprint of the Special Issue Sustainability and Consumer Behaviour that was published in Sustainability.
This is a reprint of articles from the Special Issue published online in the open access journal
Sustainability (ISSN 2071-1050) (available at: www.mdpi.com/journal/sustainability/special issues/
sus consumer behaviour).
This study tested the joint effect of nostalgia appeals and product types on receivers’ purchase intention. The current study also tested the roles of mixed thoughts and mixed emotions as mediators in explicating the processing of nostalgia-themed messages based on heuristic-systematic model (HSM). The results from an online experiment showed that when a public product was promoted, exposure to personal nostalgia-themed advertising led to a higher level of intention to purchase through increased mixed emotions and favorable attitude toward advertising relative to exposure to historical nostalgia-themed advertising. Theoretically, the findings in the currents study are valuable in that the current study empirically examined one of the untested propositions taking rest in the prior literature. That is, the current study opens up a new avenue to examine the effect of nostalgia appeals in the realm of prior literature on advertising message processing. Practically, the findings are contradictory to the stated but untested proposition, which alerts scholars in the academic world and advertisers and marketers in the real world to take into account age-segmented communication strategies for nostalgia-themed strategic messages.
Self-continuity is the subjective sense of connection between one's past and present selves (past–present self-continuity), between one's present and future selves (present–future self-continuity), or among one's past, present, and future selves (global self-continuity). We consider the motivational character of the three forms of self-continuity, their regulatory properties, and the internal or external factors that consolidate them. We also review their consequences for attitudes and judgments or decisions, motivation, intentions and behavior, and psychological and physical health. We further the detail psychological and behavioral benefits of self-discontinuity (i.e., a sense of disconnect among temporal selves). We next turn to the brain regions that are activated synchronously with self-continuity. We consider developmental perspectives on self-continuity, discuss collective self-continuity (along with its consequences and regulatory properties), and elaborate on cultural differences in self-continuity. This inaugural Annual Reviews chapter demonstrates the breadth, excitement, and sense of synergy among self-continuity researchers and points to promising research directions.
Expected final online publication date for the Annual Review of Psychology, Volume 74 is January 2023. Please see http://www.annualreviews.org/page/journal/pubdates for revised estimates.
Purpose
This paper aims to understand how mental time traveling impacts consumption by triggering nostalgia. The effects of nostalgic behavior are explored further in regards of its impact on dears and nears.
Design/methodology/approach
This study is based on qualitative information from in-depth interviews. In total, 30 parents with children form Chihuahua, Mexico, answer to a semi-structured interview. Participants presented nostalgic orientation.
Findings
Nostalgic individual move back and forward in time through memory retrieval. Retrieval's quality is related to social impact during memory creation and retrieval process. Nostalgia is not only a cognitive process, but it manifests on behaviors that affects people around the nostalgic individuals. In the context of parent–child relationship, sharing nostalgia is useful for creating new bond across participants.
Research limitations/implications
Contributions toward theory of memory, nostalgia and social learning were made. Result suggests social implications on nostalgic behavior because social interaction is important for quality of memory retrieval. Behavioral implications are discussed in the context of parent–child relationship and the use of nostalgia to develop new and stronger bonds. Companies should develop strategies that privilege social moments around brands to increase memory retrieval quality and nostalgia.
Practical implications
Companies should develop strategies that create social moments around brands to increase memory retrieval quality and nostalgia. Additionally, using social moments on communications could trigger nostalgia and detonates consumption behavior.
Originality/value
The research builds on previous studies about nostalgia. However, this research focusses on mental time travel along nostalgic memories that individuals perform every day to take decisions that affects them and their loved ones. The value of nostalgia on building relationships through consumption is analyzed. The results were obtained from the Mexican context that has not been explored before on nostalgia research.
This meta-analysis examined the effectiveness of nostalgic messages on ad persuasiveness. Based on 23 articles (31 studies, 39 pairs of comparisons, N = 5814), this study found that nostalgic messages (compared to non-nostalgic messages) have a positive, small effect on persuasion (r = .19, SE = .02, 95% CI [.15, .24], p < .001). Additionally, the effect of nostalgic messages tended to be stronger if (1) the advertised product was high in hedonic values and (2) a link between the brand/product and personal memories was present. Implications, future directions and limitations are also discussed.
Penelitian ini dilakukan berdasarkan dari kesenjangan hasil penelitian terdahulu (research gap) mengenai pengalaman wisatawan terhadap keputusan pembelian produk. Serta menguji secara empiris factor-faktor yang dapat mempengaruhi keputusan pembelian seperti nilai hadiah, nilai nostalgia dan nilai ikonik. Karena keputusan pembelian dipengaruhi dari persepsi nilai yang dirasakan oleh konsumen.Tujuan dari penelitian ini yaitu membangun sebuah model konseptual untuk menggambarkan dan memberikan jawaban pada kesenjangan variable pengalaman wisatawan dan keputusan pembelian melalui nilai hadiah, nilai nostalgia dan nilai ikonik. Penelitian ini dilakukan di Kota Semarang dengan responden yaitu wisatawan yang pernah berkunjung ke kota Semarang dan melakukan pembelian makanan lokal. Jumlah responden yang digunakan yakni sebanyak 160 responden. Teknik analisis yang digunakan adalah Structural Equation Model (SEM) dengan menggunakan AMOS 24.Hasil analisis SEM memenuhi kriteria dari Goodness Of Fit Chi-square 184.579, probabilitas 0.015, GFI sebesar 0.897, TLI sebesar 0.988, CFI sebesar 0.989 CMIN/DF sebesar 1.273 dan RMSEA sebasar 0.41. Hasil pengujian menghasilkan bahwa pengalaman wisatawan berpengaruh positif terhadap nlai hadiah, nilai nostalgia dan ikonik serta nilai nostalgia dan ikonik berpengaruh positif terhadap keputusan pembelian makanan lokal Kota Semarang. Sedangkan nilai hadiah tidak berpengaruh pada keputusan pembelian.
Purpose
Historically, hot springs have been regarded as hedonic and foodie destinations, yet the antecedents that affect tourists' intentions for local cuisine in hot springs remain unexplored. The present study aims to address this knowledge gap by considering the role of nostalgia and hedonic values in tourist food consumption.
Design/methodology/approach
Data were collected from 315 domestic tourists by intercept surveys conducted in the Beitou Hot Spring, Taiwan. Covariance-based structural equation modeling (SEM) and bootstrapping were used to test the hypotheses as well as mediating effects.
Findings
Nostalgia positively influences hedonic values, which affect tourists' intentions for local food consumption. Unexpectedly, nostalgia does not directly influence tourists' preferences due to complete mediation through hedonic values.
Research limitations/implications
Given a growing number of young consumers visiting hot springs, hedonic experience is essential and more effective for pulling visitors and stimulating local food consumption than nostalgia vibes are. Cross-cultural samples and qualitative research are suggested for future studies.
Originality/value
The study demonstrates different levels of nostalgia in different ages. It highlights the mediating role of hedonic values between nostalgia and tourists' intentions for local cuisine in the hot spring destinations, which has been overlooked in previous studies. Originality is also established by simultaneously investigating hedonic values and behavioral intentions within the context of food tourism.
Transformations in societies during the XX century are reflected in the generations, promoting interest in the study of their consumptions from different angles, among them, nostalgia. However, nostalgia has been little researched in food studies in developing countries. The objective was to analyse how nostalgia towards foods is perceived by the generations in Mexico. The study included 206 people. The methodological approach was free word association on the stimulus word “nostalgia”; asking for foods and a situation associated to nostalgia. Data were analysed by generation. Results indicated that the perception of nostalgia is diverse, with negative perceptions standing out strongly associated to childhood with variation among generations. In terms of food nostalgia, associations were different among generations, with gradual changes from traditional foods, eating at home and linked to family in older generations, to industrialised foods, consumed away from home, and beyond family links in younger generations, a clear reflection of postmodern societies. Results showed that the perception of nostalgia is multi-temporal and multi-dimensional, that varied by generation. The increase in comfort foods in younger generations as a response to emotional aspects, has social and health implications that must be considered in public policies.
Contemporary concerns that social media – and its hardware accomplice the smart phone – dumb down, socially isolate and cause addiction among users have historical precedents in earlier reactions to the Internet, television, radio, and even the printed word. Automated and interpretive analyses of thousands of comments on YouTube videos of products (Study 1) and television programs (Study 2) from the past suggest a link between concerns about the negative effects of smart phones and social media and autobiographical obsolescence, a sense that the lived past is psychologically disconnected from the present and irrelevant to the future. Ironically, having nostalgia experiences on social media may provide older consumers with a psychological remedy. Viewing and commenting on video material from the past helps them verify the reality of the lived past and establish its relevance to younger generations. Suspicion of the latest disruptive communication technology (DCT) may simply be part of this broader psychological restoration process.
Brands use spokescharacters like Hello Kitty and Miss Piggy to successfully market products like candy, cereal, and fast food to both adults and children. Recently, advertisers and brands began using spokescharacters to promote luxury products like jewelry, handbags, and makeup to adult women, perhaps to tap into women’s nostalgic feelings about these characters from childhood. This study examines whether traditional Match Up perspectives apply to celebrity spokescharacters for luxury brands, and whether women’s proneness to nostalgia affected brand perceptions. Women assessed two popular spokescharacters (Miss Piggy and Hello Kitty) in terms of their credibility and fit with products in two luxury product categories: makeup and handbags. Results showed that fit was influenced by perceptions of spokesperson attractiveness and expertise, as well as the specific product category. Trustworthiness, a construct important in assessing fit with “real” celebrities, did not affect fit for celebrity spokescharacters. Women’s proneness to nostalgia influenced perceptions of attractiveness, trustworthiness, and expertise but did not influence perceptions of fit.
The purpose of this study was to analyze the influence of Green Perceived Value, Green Product Innovation, Green Self Identity, Brand Credibility to Green Purchase Intention through Green Brand Equity on Skin Care Korean Products in Indonesia. Respondents in this research is done by taking a sampling with purposive judgement selection on Innisfree and Nature Republic customer in Indonesia. The method is carried out in the form of survey method with the dissemination of questionnaires with population numbers 250 people. In conducting this research, the author uses the validity test, reability, , estimation model test, structural model test, classic t test. In conducting this research, the author uses the SPSS application version 17.0 and Lisrel 9. The results of this research show that the Green Perceived has no effect on Green Purchase Intention, Green Perceived Value has no effect on Green Brand Equity, Green Product Innovation has no effect on Green brand Equity, Green Self Identity affect positively on Green Brand Equity, Brand Credibility affect positively on Green Brand Equity, Brand Credibility affect positively on Green Purchase Intention, Green Product Innovation hasn’t indirect effect on Green Purchase Intention, Green Self Identity has indirect effect on Green Purchase Intention
Bajo el supuesto: Si se diseña un modelo, a través de la cultura material extraída del golpe de reminiscencia de la persona mayor con demencia, se colaborará en su reflexión identitaria. Con base en una investigación a través de un estudio transversal exploratorio y descriptivo, se trabajó en las intervenciones en los centros de día de manera cuasi-experimental, escogiendo a los grupos a través de un muestreo no probabilístico de carácter discrecional. Las técnicas para la recolección de información de los centros y residencias se basaron en la observación participante y no participante. El periodo de observación fue de un año, de manera continua en el centro de día y residencia geriátrica: CAPTE Hogar & Spa y de manera discontinua en el centro de día: RYANMAS Toluca.
Los aspectos éticos de la investigación quedaron asentados en las cartas de consentimiento informado entregadas a las directoras de los centros. Se definieron como estudios de caso a la residencia geriátrica CAPTE Hogar & Spa y al centro de día RYANMAS Toluca. Los participantes inicialmente fueron 33 personas. Con la finalidad de mostrar distintas perspectivas y representar la complejidad del fenómeno estudiado se realizó un muestreo de máxima variación retomando a diversos centros de día ubicados en Hermosillo, Sonora; Atlacomulco, Toluca e Ixtapan de la Sal, Estado de México; Tulancingo, Hidalgo y en la Ciudad de México. Fueron aplicados cuestionarios a expertos, así como entrevistas a especialistas en el tema. Además se realizó un sondeo en el XXI Congreso Nacional de Alzheimer, llevado a cabo en la ciudad de León, Guanajuato en los días: 26, 27 y 28 de mayo del año 2016.
El documento se dividió en tres capítulos:
* Capítulo 1. Demencia, emoción e identidad.
* Capítulo 2. Objeto e identidad.
* Capítulo 3. Reflexión identitaria.
Conclusiones
El diseño de una experiencia reminiscente promueve la reflexión identitaria. Pudo comprobarse que la cultura material extraída del golpe de reminiscencia sí colabora en la reflexión identitaria de la persona adulta mayor con demencia.
El ambiente sí puede fungir como tratamiento, no sólo de la demencia, sino de cualquier enfermedad que tenga relación con los estímulos sensoriales que rodean al individuo. Dando respuesta a la pregunta principal de investigación se puede decir que el modelo se diseña haciendo uso de una perspectiva transdisciplinaria, manteniendo siempre presente que el objeto tiene una relación íntima con el sujeto, además el modelo de experiencia identitaria contempla tres tipos de lenguajes: el objetual, el performativo y el lingüístico. Pues el sujeto hace uso de éstos para construir su identidad continuamente. La cultura material es una herramienta para la evocación de recuerdos, pero su elección se debe de realizar con base en: El golpe de reminiscencia, el guión de vida cultural del individuo, así como en las capacidades motoras y sensoriales que la persona presente. Es necesario unir al objeto con la palabra y con el movimiento, mientras la persona lo permita, al final de la enfermedad quedará el objeto, será lo ultimo que nos conecte con el mundo.
Attitude toward the ad (Aad) has been postulated to be a causal mediating variable in the process through which advertising influences brand attitudes and purchase intentions. Previous conceptual and empirical research on this topic has suggested four alternative models of the relationships between brand-related cognitive, affective, and conative responses and ad-related cognitive and affective responses. The authors describe a structural equations analysis of these four models, utilizing two data sets generated within a commercial pretest setting. The results suggest that a dual mediation hypothesis, which postulates that Aad influences brand attitude both directly and indirectly through its effect on brand cognitions, is superior to the other three models under the particular set of conditions in the pretest setting.
Traditionally, nostalgia has been conceptualized as a medical disease and a psychiatric disorder. Instead, we argue that nostalgia is a predominantly positive, self-relevant, and social emotion serving key psychological functions. Nostalgic narratives reflect more positive than negative affect, feature the self as the protagonist, and are embedded in a social context. Nostalgia is triggered by dysphoric states such as negative mood and loneliness. Finally, nostalgia generates positive affect, increases self-esteem, fosters social connectedness, and alleviates existential threat.
Nostalgic advertising uses images relevant to past periods in individuals' lives to market products. The current study examines the reminiscence bump in a new context: reactions to nostalgic advertising. We examine diachronic relevance and its influence on purchase intent using a 3 (time frame: bump advertisements, non-bump past advertisements, present-focused advertisements) × 2 (age group: Generation X, late-stage baby boomers) between-subject design. Results show that advertisements for a fictional camera brand (i.e., Optimax) that focus on a bump year (i.e., 15-24 years) have more diachronic relevance than advertisements from either a non-bump past year or present-focused advertisements. In addition, advertisements focused on bump years elicit greater intent to purchase the advertised product than non-bump past and present-focused advertisements. Analyses show that intent to purchase the product is fully mediated by diachronic relevance of the bump-year advertisement. These effects hold across both age groups.
In the life story, autobiographical remembering and self-understanding are combined to create a coherent account of one's past. A gap is demonstrated between developmental research on the story-organization of autobiographical remembering of events in childhood and of life narratives in adulthood. This gap is bridged by substantiating D. P. McAdams's (1985) claim that the life story develops in adolescence. Two manifestations of the life story, life narratives and autobiographical reasoning, are delineated in terms of 4 types of global coherence (temporal, biographical, causal, and thematic). A review of research shows that the cognitive tools necessary for constrtlcting global coherence in a life story and the social-motivational demands to construct a life story develop during adolescence. The authors delineate the implications of the life story framework for other research areas such as coping, attachment, psychotherapeutic process, and the organization of autobiographical memory. DOI 10.1037/0033-2909.126.5.748
The authors provide a new framework that integrates autobiographical memory with other early achievements (e.g., gesturing, language, concept formation). In this theory, the emergence and early development of autobiographical memory does not require the invocation of specialized neurological or multiple memory mechanisms but rather arises as a natural consequence of developments in related domains including in the ''software'' that drives general memory functioning. In particular, autobiographical memory emerges contemporaneously with the cognitive self, a knowledge structure whose features serve to organize memories of experiences that happened to ''me.'' Because this cognitive self emerges in the 2nd year of life, the lower limit for early autobiographical memories is set at about 2 years, with subsequent accumulation of memories linked to improvements in children's ability to maintain information in storage.
Beginning at least in adolescence, humans are unique from other animals in the combination of having a conscious, reflective self and being aware of their movement through chronological time. Together, these create the need to maintain a sense of self-continuity across the lifespan. We review theory and research from the autobiographical memory and reminiscence literatures, arguing that maintaining self-continuity is a central function of remembering the personal past. A two-level conceptual model of self-continuity is proposed that acknowledges both the passage of chronological time in human lives and the malleability of retrospective views of one's past. In presenting this model, we aim to ignite further research on the central roles played by reminiscence and autobiographical memory processes in maintaining and re-forging self-continuity over time. Such research is significant given the essential place of self-continuity in human adaptation and thriving.
This experiment examines interactivity and vividness in commercial web sites. We expected increased levels of interactivity and vividness would lead to more positive attitudes toward web sites, stronger feelings of telepresence, and greater attitude—behavior consistency. In addition, we expected increased levels of vividness to lead to the development of more enduring attitudes toward the site. Participants explored four web sites. Increases in interactivity and vividness were associated with increased feelings of telepresence. In addition, increases in vividness were associated with more positive and more enduring attitudes toward the web site. Implications for new media researchers and practitioners are discussed.
This study compares effectiveness of comparative and noncomparative advertising for products characterized by different levels of cognitive and affective involvement. Comparative advertisements induce more positive brand attitudes for products which elicit cognitive and affective motivations simultaneously. This happens because brand comparisons facilitate an attribute-based processing style which might otherwise succumb to the competing affective involvement. Noncomparative attribute-based ads yield more favorable attitudes toward the ad when affective involvement is high than when it is low. Comparative ads are also shown to positively influence brand switchers and have a negative impact on consumers loyal to competing brands.
During the last few years, nostalgia has become a fashion in Taiwan. “Nostalgic” restaurants are becoming common in Taiwan. A nostalgic restaurant can be a hot pot restaurant decorated with furnishing relating to the origin or earlier use of the “hot pot” in Taiwan. The study here uses SEM to test the hypotheses relating to nostalgia affecting consumption. The results indicate that (1) nostalgia has both direct and indirect impacts on consumption intention; (2) consumption affected by nostalgia varies depending on the individual; and (3) younger customers' predisposition to want cheap prices is an important consideration in marketing nostalgia to younger customers.
Employing different experimental priming procedures and advertising treatments across two studies, we examine the moderating role of consumer affective state on individuals’ responses to nostalgic and non-nostalgic advertising. Consistent with hypothesized expectations, our findings indicate that when consumers are in a positive affective state, they respond more favorably (i.e., report more positive memories and favorable brand-related responses) to nostalgic (vs. non-nostalgic) ads. In contrast, one’s negative affective state appears to play a limited role in affecting responses between ad types. The theoretical implications of these findings as they relate to nostalgic advertising effects are discussed, and recommendations for advertising practitioners are offered.
The current research examines the conditions under which consumers demonstrate associative versus dissociative responses to identity-linked products as a consequence of a social identity threat. Across four studies, the authors test the notion that reactions to social identity threat may be moderated by self-construal by examining subcultural differences in ethnic background, priming self-construal, and investigating cross-national differences in cultural background. Those with more independent self-construals tend to avoid identity-linked products when that identity is threatened versus not threatened. Those with more interdependent self-construals, in contrast, demonstrate more positive preferences for identity-linked products when that aspect of social identity is threatened. These effects arise because, while independents are motivated to restore positive self-worth when a social identity is threatened, interdependents access a repertoire of social identities to fulfill belongingness needs when threatened.
The past may be a foreign country, according to L.P. Hartley, but marketers seem to have secured resident alien status. Retro products, services, advertisements and pricing policies are everywhere apparent, as are heritage centres, mega-brand museums, festival shopping malls and retrorestaurants like Planet Hollywood, Hard Rock Café or Dick Clarke’s American Bandstand Grill. This paper examines the retro-marketing phenomenon, notes its characteristics, causes and consequences, and makes some sure-to-prove-erroneous predictions about the future of the past.
In this article, the authors examine how consumer choice between hedonic and utilitarian goods is influenced by the nature of the decision task. Building on research on elaboration, the authors propose that the relative salience of hedonic dimensions is greater when consumers decide which of several items to give up (forfeiture choices) than when they decide which item to acquire (acquisition choices). The resulting hypothesis that a hedonic item is relatively preferred over the same utilitarian item in forfeiture choices than in acquisition choices was supported in two choice experiments. In a subsequent experiment, these findings were extended to hypothetical choices in which the acquisition and forfeiture conditions were created by manipulating initial attribute-level reference states instead of ownership. Finally, consistent with the experimental findings, a field survey showed that, relative to market prices, owners of relatively hedonic cars value their vehicles more than do owners of relatively utilitarian cars. The authors discuss theoretical implications of these reference-dependent preference asymmetries and explore consequences for marketing managers and other decision makers.
Attitude toward the brand (Ab) and purchase intentions (PI) are two pivotal and popular constructs that have been routinely used by advertising scholars and practitioners. Despite their popularity, standard scales, with known psychometric properties, for measuring Ab and PI are not available. Furthermore, these two constructs might not be empirically distinguishable. On the basis of scales reported in prior studies, the authors develop measures of Ab and PI and assess their psychometric validity within a well-established, attitude toward the ad (Aad) theoretical framework. Implications of their findings are discussed.
Erikson's seminal work on identity development focused on the question, Who Am I? Despite theoretical overlap between identity theorists, current research has primarily taken different paths. Those focused on identity statuses have primarily assessed current conceptions of exploration that presumably lead to future commitments. In contrast, narrative identity theorists have primarily focused on reconstructions of past events. Thus, current researchers are not taking advantage of the strengths of these two approaches. This article reviews research and examines ways in which the approaches might be integrated with two claims. The authors propose, first, that narrative is the means by which identity exploration can be carried out, and second, that narrative processing reflects commitments and can promote greater consistency between those commitments and behaviors.
Reviews the existing work on the functions of remembering and thinking about life from reminiscence and the autobiographical memory (AM) literature. Next, the authors point out the overlap and distinctiveness in the hypothesized functions of AM and reminiscence. Finally, considerations for future investigations of function in both domains are highlighted. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Researchers from diverse psychological subdisciplines have increasingly turned their attention to the storied aspect of human thought. Narrative processing and autobiographical reasoning are 2 forms of this conscious thought. Narrative processing is the tendency to create thought units that use vivid imagery, sequential plots, characters, and salient goals. Autobiographical reasoning consists of interpreting and evaluating remembered experiences. Both forms of thought are discussed in D. P. McAdams's (see record
2001-06545-002) personality theory and D. B. Pillemer's (see record
2001-06545-003) cognitive research. S. Bluck and T. Habermas (see record
2001-06545-004) highlight developmental aspects of narrative processing and autobiographical reasoning, particularly in adolescent identity formation. U. M. Staudinger (see record
2001-06545-005) illustrates how autobiographical reasoning about memories and life stories serves as a springboard for wisdom at different stages of the life cycle. Implications for integrating subdisciplines of psychology are discussed. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Self continuity requires knowing and experiencing that we are, in a fundamental way, the same person over time. Experientially it seems obvious. I am, of course, me. Who else would I suddenly be? But how do we actually know and feel that we are the same person that we were yesterday or a decade ago? What psychological processes are at work to maintain this continuity? One crucial process is autobiographical memory: I remember being me. A central function of autobiographical memory is to help individuals maintain self continuity. At one level, this relation between autobiographical memory and self continuity is likely highly automatic. The basic knowledge that one is the same person on awakening each morning, along with autobiographical facts about one's self (e.g., name, birthplace), seems to occur with very little cognitive effort. In this chapter, however, a different level of self continuity is examined. Although one knows that he or she is the same person, to what extent does he or she experience being the same person over time? Does experiencing a sense of self continuity require cognitive-affective effort, such as searching memory and evaluating past experiences? From a memory perspective, the extent to which one experiences a sense of continuity may depend on (a) the constancy of one's environment, (b) the availability of long-term relationship partners, and (c) one's life span developmental phase. The first two of these are discussed briefly below, followed by some empirical work concerning adult developmental differences in using autobiographical memory to create self continuity. The study presented here investigates the self continuity function of autobiographical memory within a lifespan development framework, focusing on three relations: (a) it examines the extent to which having a clear and consistent self-concept is related to self-reporting that one uses autobiographical memory to serve the function of maintaining a sense of self continuity. We expect individuals with low levels of self-concept clarity to more frequently use autobiographical memory in the service of creating self continuity; (b) it includes both younger and older adults with the expectation that younger adults will have lower levels of self-concept clarity than do their older counterparts; (c) as such, we expect that younger adults, who are likely to currently have lower self-concept clarity as they are still in the midst of forging an adult identity, are more likely to use autobiographical memory to help them achieve this self-related developmental goal. There were 156 younger (ages 17-39; 74 male) and 151 older adult (ages 60-91; 75 male) participants. Mediation analyses confirmed our hypothesis: It appears that autobiographical memory serves a developmentally relevant function for these younger adults. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
This article presents the Appraisal‐Tendency Framework (ATF; Lerner & Keltner, 2000, 2001; Lerner & Tiedens, 2006) as a basis for predicting the influence of specific emotions on consumer decision making. In particular, the ATF addresses how and why specific emotions carry over from past situations to color future judgments and choices. After reviewing the main assumptions and the 5 main principles of the framework, 2 streams of research are presented. One stream addresses emotional carryover effects on the assessment of risk; the other addresses carryover effects on the assessment of monetary value. Because risk assessment and value assessment are fundamental psychological processes, understanding them has the potential to yield manifold implications for consumer judgment and decision making. The concluding sections highlight limitations and future directions of the framework.
New data pertaining to tastes for popular culture support and extend the previous finding that consumers tend to form enduring preferences during a sensitive period in their lives. A psychographic measure of the consumer's attitude toward the past is shown to moderate this tendency, and differences between male and female respondents suggest that the experience of strong positive feelings plays a causal role. These findings can guide the marketer in designing aesthetic aspects of products or promotional stimuli and may increase the practicality of using cohort analysis for predictions of consumer demand.
This paper defines hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience. After delineating these concepts, their theoretical antecedents are traced, followed by a discussion of differences between the traditional and hedonic views, methodological implications of the latter approach, and behavioral propositions in four substantive areas relevant to hedonic consumption—mental constructs, product classes, product usage and individual differences. Conclusions concern the usefulness of the hedonic perspective in supplementing and extending marketing research on consumer behavior.
Nostalgia has a strong presence in the marketing of goods and services. The current research asked whether its effectiveness is driven by its weakening of the desire for money. Six experiments demonstrated that feeling nostalgic decreased people's desire for money. Using multiple operationalizations of desire for money, nostalgia (vs. neutral) condition participants were willing to pay more for products (experiment 1), parted with more money but not more time (experiment 2), valued money less (experiments 3 and 4), were willing to put less effort into obtaining money (experiment 5), and drew smaller coins (experiment 6). Process evidence indicated that nostalgia's weakening of the desire for money was due to its capacity to foster social connectedness (experiments 5 and 6). Implications for price sensitivity, willingness to pay, consumer spending, and donation behavior are discussed. Nostalgia may be so commonly used in marketing because it encourages consumers to part with their money.
New data pertaining to tastes for popular culture support and extend the previous finding that consumers tend to form enduring preferences during a sensitive period in their lives. A psychographic measure of the consumer's attitude toward the past is shown to moderate this tendency, and differences between male and female respondents suggest that the experience of strong positive feelings plays a causal role. These findings can guide the marketer in designing aesthetic aspects of products or promotional stimuli and may increase the practicality of using cohort analysis for predictions of consumer demand.
This study examines the potential link of Facebook group participation with viral advertising responses. The results suggest that college-aged Facebook group members engage in higher levels of self-disclosure and maintain more favorable attitudes toward social media and advertising in general than do nongroup members. However, Facebook group participation does not exert an influence on users’ viral advertising pass-on behaviors. The results also identify variations in predictors of pass-on behaviors between group members and nonmembers. These findings have theoretical and managerial implications for viral advertising on Facebook.
Nostalgia is a resource that functions, in part, as a response to self-discontinuity and a source of self-continuity. We tested and supported this regulatory role of nostalgia in the tradition of establishing a causal chain. In Study 1, we examined the naturalistic association between events precipitating self-discontinuity and nostalgia. Self-discontinuity, especially when stemming from negative life events, was associated with higher proneness to nostalgia. In Study 2, we experimentally induced negative self-discontinuity (i.e. relatively disruptive), positive self-discontinuity (i.e. relatively non-disruptive) or self-continuity (i.e. neutral non-disruptiveness) and subsequently assessed state levels of nostalgia. Only negative self-discontinuity evoked heightened nostalgia. In Study 3, we experimentally induced nostalgia (versus ordinary autobiographical recollection) and assessed self-continuity. Nostalgia augmented self-continuity. In Study 4, we experimentally induced nostalgia (versus ordinary autobiographical recollection versus positive autobiographical recollection) and assessed self-continuity. Again, nostalgia augmented self-continuity and did so above and beyond positive affect. Here, we ruled out demand characteristics as a rival hypothesis. Taken together, the findings clarify the role of nostalgia in the dynamic between self-discontinuity and self-continuity and elucidate the restorative properties of nostalgia for the self-system. Copyright © 2014 John Wiley & Sons, Ltd.
This paper uses literary criticism as the basis for stimulus-side analysis of nostalgia in advertising text. It provides a historical context for modern nostalgia by discussing the phenomenon as a fin de siècle or “end of century” cultural effect. It presents a nostalgia taxonomy by distinguishing between two types of nostalgia — historical and personal — that determine advertising elements of plot, setting, characters, and values inherited from literary antecedents. It analyzes each type in commercial communications, using advertisements, periodicals, and direct mail catalogues as examples. Personal and historical nostalgia advertisements are linked to consumer effects of, respectively, empathy and idealization of the self. Eight propositions are developed for additional research in three areas: content analysis, different gender responses, and effects on consumer values.
This study examines empirically the differential influence of past brand associations (specifically, in-home childhood brand exposure and past personal attachment) on consumers’ reactions to nostalgia-themed advertisements. Results support the expectation that the effect of nostalgia on brand-focused outcomes (purchase intentions and brand attitude) will be most pronounced for those who have had some past personal association with the advertised brand. However, this effect was not observed for ad-focused responses
(ad involvement and attitude toward the ad); as hypothesized, the nostalgic ad produced more favorable responses than the non-nostalgic ad, irrespective of participants’ past association with the brand.
This study examines the potential link of Facebook group participation with viral advertising responses. The results suggest that college-aged Facebook group members engage in higher levels of self-disclosure and maintain more favorable attitudes toward social media and advertising in general than do nongroup members. However, Facebook group participation does not exert an influence on users' viral advertising pass-on behaviors. The results also identify variations in predictors of pass-on behaviors between group members and nonmembers. These findings have theoretical and managerial implications for viral advertising on Facebook. [ABSTRACT FROM AUTHOR] Copyright of Journal of Interactive Advertising is the property of Journal of Interactive Advertising and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
The age distributions of industrialized societies are rapidly changing, thereby altering the traditional relations between age groups. Some observers think ageism is increas ing in the United States; others, that it is decreasing. In either case, stereotypes of old age are now changing with the rise of the young—old—that is, the age group 55 to 75, who con stitute 15 percent of the population—who are relatively healthy, relatively affluent, relatively free from traditional responsibilities of work and family and who are increasingly well educated and politically active. This group will develop a variety of new needs with regard to meaningful use of time and for maximizing the opportunities for both self-en hancement and community participation. The young-old have enormous potential as agents of social change in creating an age-irrelevant society and in thus improving the relations be tween age groups.
Traditionally, nostalgia has been conceptualized as a medical disease and a psychiatric disorder. Instead, we argue that nostalgia is a predominantly positive, self-relevant, and social emotion serving key psychological functions. Nostalgic narratives reflect more positive than negative affect, feature the self as the protagonist, and are embedded in a social context. Nostalgia is triggered by dysphoric states such as negative mood and loneliness. Finally, nostalgia generates positive affect, increases self-esteem, fosters social connectedness, and alleviates existential threat.
Attitude toward the ad (Aad) has been postulated to be a causal mediating variable in the process through which advertising influences brand attitudes and purchase intentions. Previous conceptual and empirical research on this topic has suggested four alternative models of the relationships between brand-related cognitive, affective, and conative responses and ad-related cognitive and affective responses. The authors describe a structural equations analysis of these four models, utilizing two data sets generated within a commercial pretest setting. The results suggest that a dual mediation hypothesis, which postulates that Aad influences brand attitude both directly and indirectly through its effect on brand cognitions, is superior to the other three models under the particular set of conditions in the pretest setting.
In this article, I contrast traditional marketing with a new approach to marketing called Experiential Marketing and provide a strategic framework for Experiential Marketing. Traditional marketing views consumers as rational decision-makers who care about functional features and benefits. In contrast, experiential marketers view consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences. Five different types of experiences, or strategic experiential modules (SEMs), that marketers can create for customers are distinguished: sensory experiences (SENSE); affective experiences (FEEL); creative cognitive experiences (THINK); physical experiences, behaviours and lifestyles (ACT); and social-identity experiences that result from relating to a reference group or culture (RELATE). These experiences are implemented through so-called experience providers (ExPros) such as communications, visual and verbal identity, product presence, electronic media, etc. The ultimate goal of experiential marketing is to create holistic experiences that integrate individual experiences into a holistic Gestalt. The paper concludes with an examination of strategic issues and a discussion about how to create the experience-oriented organization.
In 1969, Crosby, Stills, Nash, and Young released their self-titled album containing the classic song "Suite: Judy Blue Eyes." A particularly striking lyric from this song recommended: "Don't let the past remind us of what we are not now." This evocative line suggests a question with far-reaching social psychological
implications. How does a person's sense of the past contribute to (or detract from) the perceived continuity of his or her identity? This chapter entertains that question. We are concerned with the continuity within or between two fundamental sources of identity: the individual and collective selves. In particular, we focus on the temporal continuity between individual selves, between individual and collective selves, and between collective selves. We begin by defining the two types of self, specifying their possible relations, and asking how the seeming continuity
within or between them is maintained. We proceed to argue that nostalgia is an important mechanism that enables this continuity, and we support our argument with a review of the empirical literature.
Conditions under which attitudes toward the ad may not completely mediate the effect of feeling responses on persuasive communications are examined. The results suggest that for at least some types of ad executions, particularly those at relatively low exposure levels, ad attitudes did not mediate all of the effect of feeling response.
Self‐knowledge is based on several different forms of information, so distinct that each one essentially establishes a different ‘self. The ecological self is the self as directly perceived with respect to the immediate physical environment; the interpersonal self, also directly perceived, is established by species‐specific signals of emotional rapport and communication; the extended self is based on memory and anticipation; the private self appears when we discover that our conscious experiences are exclusively our own; the conceptual self or ‘self‐concept’ draws its meaning from a network of socially‐based assumptions and theories about human nature in general and ourselves in particular. Although these selves are rarely experienced as distinct (because they are held together by specific forms of stimulus information), they differ in their developmental histories, in the accuracy with which we can know them, in the pathologies to which they are subject, and generally in what they contribute to human experience.
The authors report the results of three experiments that address the effects of health claims and nutrition informa- tion placed on restaurant menus and packaged food labels. The results indicate that when favorable nutrition infor- mation or health claims are presented, consumers have more favorable attitudes toward the product, nutrition atti- tudes, and purchase intentions, and they perceive risks of heart disease and stroke to be lower. The nutritional context in which a restaurant menu item is presented moderates the effects of both nutrition information and a health claim on consumer evaluations, which suggests that alternative (i.e., nontarget) menu items serve as a frame of reference against which the target menu item is evaluated.
This paper defines hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience. After delineating these concepts, their theoretical antecedents are traced, followed by a discussion of differences between the traditional and hedonic views, methodological implications of the latter approach, and behavioral propositions in four substantive areas relevant to hedonic consumption-mental constructs, product classes, product usage and individual differences. Conclusions concern the usefulness of the hedonic perspective in supplementing and extending marketing research on consumer behavior.
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.
Nostalgia (i.e., individuals' yearning for the past) has become an increasingly popular theme with advertisers and marketers. Nonetheless, little academic research has attempted to determine whether nostalgia has a positive influence on consumers. The current study addresses this situation in the context of advertising by examining whether nostalgic reactions to an advertisement affect attitudes toward the advertisement (Aad), brand attitudes (Ab) and likelihood of purchase (Lpur). The results provide support for the hypothesized relationships between ad-evoked nostalgia and consumers' responses. Further tests of the data indicated that nostalgia's effects are mediated by attitudinal (Aad and/or Ab) variables. Practical and theoretical implications, as well as directions for future research, are discussed.
Recent years have witnessed an upsurge of interest among theorists and researchers in autobiographical recollections, life stories, and narrative approaches to understanding human behavior and experience. An important development in this context is D. P. McAdams's life story model of identity (1985; see also records
1993-97296-000 and
1996-06098-001), which asserts that people living in modern societies provide their lives with unity and purpose by constructing internalized and evolving narratives of the self. The idea that identity is a life story resonates with a number of important themes in developmental, cognitive, personality, and cultural psychology. This article reviews and integrates recent theory and research on life stories as manifested in investigations of self-understanding, autobiographical memory, personality structure and change, and the complex relations between individual lives and cultural modernity. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Administered open-ended questionnaires to 88 business undergraduates to determine their impressions of advertising in general. Ss were asked to indicate all thoughts that came to mind when they thought of the word "advertising" and, subsequently, to evaluate the positive or negative nature of each thought. The remainder of the questionnaire included items dealing with attitudes toward advertising, belief statements, and demographic items. Results indicate that attitudes toward advertising are multidimensional, consisting of attitudes toward the institution as well as toward the instruments used by advertisers. The use of valenced thought indices provided an additional explanation of global attitudes. Although some beliefs were found to influence attitudes, several often-cited beliefs about advertising were not influential. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Research has shown that people tend to perceive the groups to which they belong (e.g., national groups) as temporally persistent. In this paper we argue that enhanced perceptions of collective continuity lead to lower levels of anomy and misfit, and to higher levels of social well-being (SWB). Furthermore, we argue that the effects of perceived collective continuity (PCC) on SWB are mediated by collective self-esteem (CSE). Finally, we contend that PCC has positive effects on perceived group entitativity (PGE), which in turn has a positive influence on CSE. This model is tested by means of a cross-sectional study using a sample of Spanish nationals (N = 145) drawn from the general public. Results confirm that the data fit the model well. These findings are in line with research demonstrating that a sense of personal continuity through time is related with better mental health and personal well-being. Copyright © 2007 John Wiley & Sons, Ltd.
Studies of music, motion pictures, movie stars, and fashion products have shown that styles popular during a consumer's youth can influence the consumer's lifelong preferences. The authors present an integrative model of this phenomenon and propose that these nostalgic effects are not limited to products that relate to the arts and entertainment or are primarily aesthetic. As an illustrative example, the authors investigate the effects of early experience on consumer preferences for automobile styles. Consistent with expectations, they find that men do but women do not show evidence of nostalgic attachment to the styles experienced in their youth—that is, their preferences peaked for products that were popular when they were young. Also, as expected, individual differences in the psychographic variable of nostalgia proneness play a role in moderating these effects. These findings expand the understanding of the generality, the boundaries, and the managerial relevance of the age-related peak-preference phenomenon. © 2003 Wiley Periodicals, Inc.
Following functional theory, the focus of this paper is to examine individuals' reports of the functions that thinking and talking about the past serves in their daily lives. Younger and older men and women provided reports of the frequency with which they think and talk about their personal past to serve self-continuity, social-bonding and directing-behaviour functions. Younger and older adults endorsed the same frequency of using the past to maintain social bonds. In keeping with the context of their developmental life phase, including the need to forge self-concept clarity and their more open-ended perspective of the future, younger adults reported more often using autobiographical memory to create self-continuity and direct future plans. Copyright © 2009 John Wiley & Sons, Ltd.