Effects of personal 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 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
Collection
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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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 ...
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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 ...
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