The Influence of Nostalgia Types on Advertising Effectsnder Different Product Visibility
Date Issued
2008
Date
2008
Author(s)
Lee, Yi-Hsuan
Abstract
The main objective of this study is to examine the influence of nostalgia types on advertising effects under different product visibility. Also, nostalgia proneness andender are considered as two moderators. Through the examination of these effects, the study provides deeper understanding of nostalgia advertisement.he study uses a 3x2 experimental design, controlling nostalgia type (historical nostalgia, personal nostalgia and non-nostalgia) and product visibility (high visibilityroduct: jeans, low visibility product: printer) as independent variables. After choosing the focal products, six print advertisements were designed using copy to manipulate nostalgia types. After viewing one of the six advertisements, viewers were asked to fill out a questionnaire measuring thoughts and advertising effect.he results have shown that, historical nostalgia can elicit better advertising attitude and product attitude across different product visibility. This may be becauseistorical nostalgia encourages individuals to think of the past they have never been.he longing for the past golden ages thus can elicit all positive feelings. On the other hand, personal nostalgia reminds them of actual past experiences which may elicitositive as well as negative feelings. Therefore, the all positive feelings historical nostalgia elicited can transfer to better advertising attitude and product attitude. The same effect is found across product with different visibility.owever, the study discovers that better advertising attitude and product attitude cannot guarantee higher purchase intention. The influence of nostalgia types onurchase intention is mediated by advertising thinking. It is obvious that when a consumer is considering purchase, he or she will focus on product information the advertisement provided. As a result, the more information abundant and more persuasive advertisements elicit higher purchase intention in this study.s for individual differences, results have shown that nostalgia proneness and gender have no moderating effects. However, people with lower nostalgia proneness have better advertising attitude than those with higher nostalgia proneness. This may be because people with higher nostalgia proneness prefer the past more. Their nostalgia responses are also more easily to be elicited. When they see nostalgiadvertisements, it is more likely for them to have the comparison of the present and the past. It is also more possible for them to have the regret of not being able to return to the past. The bittersweet feelings may lead to worse advertising attitude. For gender differences, the study found that men can feel higher level of nostalgia than women.he focus of historical nostalgia and personal nostalgia advertisement in this study is not covered in past literatures. Therefore, the results can complement past research results and provide new directions for future studies on nostalgia advertisements. Also,marketers and advertising agency can use the study as a reference, adopting either historical or personal nostalgia as themes to designing more effective advertisements.
Subjects
Nostalgia Advertisement
Personal Nostalgia
Historical Nostalgia
Product Visibility
Nostalgia Proneness
Type
thesis
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