Personal and historical nostalgia: A comparison of common emotions
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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>.
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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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 (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 ...
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 ...