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dc.contributor.authorMarchegiani, Chris
dc.contributor.authorPhau, Ian
dc.date.accessioned2017-01-30T12:03:54Z
dc.date.available2017-01-30T12:03:54Z
dc.date.created2010-05-17T20:02:44Z
dc.date.issued2010
dc.identifier.citationMarchegiani, Chris and Phau, Ian. 2010. Away from "unified nostalgia": conceptual differences of personal and historical nostalgia appeals in advertising. Journal of Promotion Management. 16 (1-2): pp. 80-95.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/17762
dc.identifier.doi10.1080/10496490903572991
dc.description.abstract

Studies suggest that nostalgia can be split into two distinct forms; Personal and Historical nostalgia. This research explores these varieties of nostalgic appeal and, based on literature, proposes differing effects these variations may have on the important consumer behaviour responses of cognition, emotions, attitudes, and purchase intentions. A review of the literature suggests that significant differences will exist dependent on the type of nostalgic appeal being used. The call for scales to test these appeals independently of one another is also made. Finally, this evidence suggests that treatment of nostalgia as a 'unified' concept may be inaccurate in predicting true consumer responses and future studies should treat the two types as separate appeals if rigor is to be suggested.

dc.publisherRoutledge Taylor and Francis Group
dc.subjectmemory process
dc.subjectadvertising appeals
dc.subjecthistorical nostalgia
dc.subjectPersonal nostalgia
dc.titleAway from "unified nostalgia": conceptual differences of personal and historical nostalgia appeals in advertising
dc.typeJournal Article
dcterms.source.volume16
dcterms.source.number1-2
dcterms.source.startPage80
dcterms.source.endPage95
dcterms.source.issn10496491
dcterms.source.titleJournal of Promotion Management
curtin.departmentSchool of Marketing
curtin.accessStatusOpen access


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