A comparison of cognitive responses between personal and historical nostalgia

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.