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    Personal and historical nostalgia - a comparison of common emotions

    144452_24040_Marchegiani_Phau 1.pdf (139.2Kb)
    Access Status
    Open access
    Authors
    Marchegiani, Chris
    Phau, Ian
    Date
    2010
    Type
    Conference Paper
    
    Metadata
    Show full item record
    Citation
    Marchegiani, Chris and Phau, Ian. 2010. Personal and historical nostalgia - a comparison of common emotions, in Harry Timmermans (ed), Recent Advances in Retailing and Services Science Conference, Jul 2 2010. Istanbul: Recent Advances in Retailing and Services Science.
    Source Title
    Recent Advances in Retailing and Services Science conference proceedings
    Source Conference
    Recent Advances in Retailing and Services Science Conference
    ISBN
    9789068141801
    Faculty
    Curtin Business School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/29172
    Collection
    • Curtin Research Publications
    Abstract

    This research examines the differences in emotional responses of 806 respondents experiencing Personal or Historical Nostalgic reactions to advertising appeals using an experimental research design. Five emotions common to both conditions are revealed and significant changes in intensity of these emotions are examined. As hypothesized, Upbeat / Elation, Loss / Regret, and Warm / Tender related emotions are significantly more intense under the Personal Nostalgic condition compared to the Historical. However, Negative / Irritation and Serenity / Calm related emotions did not significantly alter. This research highlights the need to treat Nostalgia as two separate appeals and provides insight useful to practitioners about consumer’s reactions to each specific appeal. It also suggests the need for future research into Personal and Historical Nostalgia’s effect on various other consumer behavior responses.

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