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    Personal and historical nostalgia: A comparison of common emotions

    192738_192738.pdf (227.9Kb)
    Access Status
    Open access
    Authors
    Phau, Ian
    Marchegiani, Christopher
    Date
    2013
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Phau, Ian and Marchegiani, Christopher. 2013. Personal and historical nostalgia: A comparison of common emotions. Journal of Global Marketing. 26 (3): pp. 137-146.
    Source Title
    Journal of Global Marketing
    DOI
    10.1080/08911762.2013.804617
    ISSN
    08911762
    Remarks

    This is an Author's Accepted Manuscript of an article published in the Journal of Global Marketing (2013), copyright Taylor & Francis, available online at: <a href="http://www.tandfonline.com/10.1080/08911762.2013.804617">http://www.tandfonline.com/10.1080/08911762.2013.804617</a>.

    URI
    http://hdl.handle.net/20.500.11937/46140
    Collection
    • Curtin Research Publications
    Abstract

    This research uses an experimental research design to examine differences in the emotional responses of 806 respondents experiencing specifically personal or historical nostalgic reactions to advertising appeals. Changes in intensity of five emotions common to both reactions are examined. Upbeat/elation, loss/regret, and warm/tender emotions are significantly heightened under the personal compared with the historical nostalgic response. Negative/irritation and serenity/calm-related emotions are not significantly different. These results highlight the need to examine nostalgia as two separate reactions and provide insights useful to practitioners regarding emotional reactions to each form. It also suggests the need for future research into personal and historical nostalgia’s comparable influences on other responses.

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