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    A comparison of cognitive responses between personal and historical nostalgia

    131224_A%20comparison%20of%20cognitive%20responses.pdf (61.24Kb)
    Access Status
    Open access
    Authors
    Marchegiani, Chris
    Date
    2009
    Type
    Working Paper
    
    Metadata
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    Citation
    Marchegiani, Chris. 2009. A comparison of cognitive responses between personal and historical nostalgia, Marketing Insights, Curtin University of Technology, School of Marketing.
    Faculty
    Curtin Business School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/20040
    Collection
    • Curtin Research Publications
    Abstract

    This research compares the effects of Personal and Historical Nostalgia on the cognition of respondents. Using an experimental research design and 806 respondents the type, ratio, and valence of thoughts when exposed to these specific nostalgic types were collected. Both nostalgic conditions were successful in stimulating specific types of nostalgic thoughts, showing a clear distinction between the two that is commonly overlooked. Personal nostalgia was found to stimulate a more positively valenced set of thoughts compared to Historical, but it resulted in fewer brand / message, and ad execution related thoughts. Comparative implications of using these two appeals are discussed.

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