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    Effects of personal nostalgia intensity on consumer behaviour

    20995_downloaded_stream_451.pdf (37.28Kb)
    Access Status
    Open access
    Authors
    Marchegiani, Christopher
    Phau, Ian
    Date
    2008
    Type
    Working Paper
    
    Metadata
    Show full item record
    Citation
    Marchegiani, Christopher and Phau, Ian (2008) Effects of personal nostalgia intensity on consumer behaviour, Marketing Insights: School of Marketing Working Paper Series: no. 200814, Curtin University of Technology, School of Marketing.
    Faculty
    Curtin Business School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/36524
    Collection
    • Curtin Research Publications
    Abstract

    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 have not been explored. This paper looks at high, medium and low levels of personal nostalgic reactions in those exposed to a personal nostalgic advert to signal some of the benefits and weaknesses of the intensity of this type of response in adverts. Cognitive, Attitudinal, and Purchase Intension reactions are all shown to be significantly effected dependent on the level of Personal Nostalgia triggered.

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