Nostalgia in advertising: a content analysis

Abstract

Prior research has found nostalgia to be a commonly utilized and highly effective advertising appeal, significantly altering important consumer responses including cognition, emotions, attitudes, and purchase intention. While content analysis focusing on nostalgia has been conducted previously, much of this research may not be an accurate representation of the current period in time or of countries other than where the research takes place. This manuscript is a preliminary investigation which intends to revise and extend the current knowledge of nostalgic dimensions in advertising, including information on nostalgic themes utilized and product categories using the appeal.