Consumer Chronic Affect and Persuasiveness of Nostalgia Advertising Appeals

Consumer Chronic Affect and Persuasiveness of Nostalgia Advertising Appeals

We propose the relative effectiveness of nostalgia advertising will be moderated by viewers' chronic affective state. Specifically, for viewers who are high on chronic positive affective state, nostalgia advertising will be more persuasive (in term of attitude toward ad, brand, and purchase int...

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Hauptverfasser: Zhao, Guangzhi, Muehling, Darrel, Singh, Surendra, Chai, Junwu
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Sprache:eng
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Advertising
Consumer attitudes
Emotions
Nostalgia
Product choice
Studies
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Muehling, Darrel
Singh, Surendra
Chai, Junwu
description We propose the relative effectiveness of nostalgia advertising will be moderated by viewers' chronic affective state. Specifically, for viewers who are high on chronic positive affective state, nostalgia advertising will be more persuasive (in term of attitude toward ad, brand, and purchase intention) than non-nostalgia advertising; whereas for viewers who are low on chronic positive affective state, nostalgia advertising will not be more persuasive than non-nostalgia advertising. Enhanced persuasion of nostalgia advertising was mediated by positive emotion evoked after exposing to the ad. Our hypothesis was strongly supported by an experimental study. Implications to nostalgia advertising were discussed.
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subjects Advertising
Consumer attitudes
Emotions
Nostalgia
Product choice
Studies
title Consumer Chronic Affect and Persuasiveness of Nostalgia Advertising Appeals
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