How Strong is the Pull of the Past?: Measuring Personal Nostalgia Evoked by Advertising
Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated...
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| Veröffentlicht in: | Journal of advertising research 2013-06, Vol.53 (2), p.150-165 |
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| container_title | Journal of advertising research |
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| creator | Merchant, Altaf Latour, Kathryn Ford, John B. Latour, Michael S. |
| description | Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated but distinct dimensions: past imagery, positive emotions, negative emotions, and physiological reactions. This multidimensional scale showed a high level of validity and reliability. Moreover, due to careful choice of sampling frames, the study demonstrates a high level of external generalizability. Evaluating nostalgia-based advertising using the study's multidimensional scale may provide marketers with strategic insights for developing and fine-tuning advertising aimed at inducing nostalgia among consumers. [PUBLICATION ABSTRACT] |
| doi_str_mv | 10.2501/JAR-53-2-150-165 |
| format | Article |
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To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated but distinct dimensions: past imagery, positive emotions, negative emotions, and physiological reactions. This multidimensional scale showed a high level of validity and reliability. Moreover, due to careful choice of sampling frames, the study demonstrates a high level of external generalizability. Evaluating nostalgia-based advertising using the study's multidimensional scale may provide marketers with strategic insights for developing and fine-tuning advertising aimed at inducing nostalgia among consumers. 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| ispartof | Journal of advertising research, 2013-06, Vol.53 (2), p.150-165 |
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| language | eng |
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| source | Business Source Complete |
| subjects | Advertising Consumer behavior Correlation analysis Nostalgia Studies |
| title | How Strong is the Pull of the Past?: Measuring Personal Nostalgia Evoked by Advertising |
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