Effects of personal nostalgia intensity on consumer behaviour
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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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Marchegiani, Chris (2009)Using experimental research design this research examines changes in emotions of 514 respondents experiencing varying intensities of Personal Nostalgia when exposed to advertising. Six emotions related to Personal Nostalgia ...
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, 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 ...