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dc.contributor.authorMarchegiani, Chris
dc.contributor.authorPhau, Ian
dc.contributor.editorHarry Timmermans
dc.identifier.citationMarchegiani, Christopher and Phau, Ian. 2011. Examining the dual mediation hypothesis under personal nostalgia, in H. Timmermans (ed), Proceedings of the 18th Recent Advances in Retailing and Services Science Conference, Jul 15-18 2011. San Diego, California: European Institute of Retailing and Services Studies.

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.

dc.publisherEuropean Institute of Retailing and Services Studies
dc.subjectpersonal nostalgia
dc.titleExamining the dual mediation hypothesis under personal nostalgia
dc.typeConference Paper
dcterms.source.titleRecent advances in retailing and services science conference proceedings
dcterms.source.seriesRecent advances in retailing and services science conference proceedings
dcterms.source.conferenceAdvances in Retailing and Services Science Conference
dcterms.source.conference-start-dateJul 15 2011
dcterms.source.conferencelocationSan Diego, USA
dcterms.source.placeUnited States of America
curtin.departmentSchool of Marketing
curtin.accessStatusOpen access

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