Effects of historical nostalgia intensity on consumer behaviour
Access Status
Open access
Authors
Marchegiani, Christopher
Phau, Ian
Date
2008Type
Working Paper
Metadata
Show full item recordCitation
Marchegiani, Christopher and Phau, Ian (2008) Effects of historical nostalgia intensity on consumer behaviour, Marketing Insights: School of Marketing Working Paper Series: no. 200804, Curtin University of Technology, School of Marketing.
Faculty
Curtin Business School
School of Marketing
Collection
Abstract
This paper compares the effect of high, medium and low levels of historical nostalgic reactions in consumers exposed to a historical nostalgic advert on cognitive, attitudinal, and purchase intension reactions. These important consumer reactions are found to be effected in some way due to the change in historical nostalgia intensity. Although nostalgia has been explored in the past, effects of historical nostalgia specifically are generally unexplored. This paper begins to fill this important empirical gap.
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