Examining the dual mediation hypothesis under personal nostalgia
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Nostalgia is often examined in the marketing literature as a 'single' response. However, Personal nostalgia as a specific type of nostalgic response is experiencing an increase in investigation within the marketing literature. This nostalgic appeal is also frequently utilized in the marketplace for a range of product categories. Important consumer behavior reactions such as cognitive, attitudinal, and purchase intent responses are all expected to be significantly influenced as a result of the specific nostalgic appeal type used. This research uses regression to examine cognition, attitude towards the advert, attitude towards the brand, and intention to purchase the brand, in consumers experiencing a personal nostalgic response. Although the association between consumer?s cognitive, attitudinal and purchase intent responses to advertising appeals is widely examined, the connection between these reactions when experiencing specifically personal nostalgia have not been empirically examined. The results further the understanding of how this specific type of nostalgia influences these important consumer behavior responses. For mangers, the possible benefits and detrimental effects of using personal nostalgia are examined.
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Marchegiani, Christopher A. (2009)The purpose of this research was to extend the knowledge on two distinct types of nostalgia; Personal and Historical. Previous empirical research has studied nostalgia only as a unified concept. Two scales were developed ...
Marchegiani, Christopher; Phau, Ian (2008)Personal nostalgia has been found to exist as an advertising appeal which is distinctly different from historical nostalgia, although the effects on consumers as a result of the intensity of personal nostalgia specifically ...
Marchegiani, Chris; Phau, Ian (2010)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 ...