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The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention

Year 2020, , 380 - 386, 30.11.2020
https://doi.org/10.26650/ibr.2020.49.0050

Abstract

Nostalgia is generally defined as a longing for the past, and from a marketing perspective it can be described as an emotion that drives the purchase behaviors of consumers. Companies have started to make use of the element of nostalgia in their marketing strategies more frequently in order to be more successful than their competitors in today’s intensely competitive market. The aim of the study is to examine the effect of nostalgia proneness on ad-evoked nostalgia, attitude and purchase intention as well as to evaluate it with regard to the purchase decision making process of the consumer. The structural equation model was used for testing the developed hypothesis with a sample group comprised of 381 consumers. The study puts forth that sense of nostalgia has a strong effect on ad-evoked nostalgia, attitude and purchase intention. The findings of the study point out to the marketers that nostalgic signs in advertisements may have positive effects on the brand attitude and the purchase intention of the targeted groups.

Supporting Institution

The authors declared that this study has received no financial support.

References

  • Baker, S. M, & Kennedy, P. F. (1994). Death by nostalgia: a diagnosis of context specific cases. Advances in Consumer Research, 21,169-174.
  • Barrett, F. S., Grimm, K. J., Robins, R.W., Wildschut, T., Sedikides, C., & Janata, P. (2010). Music-evoked nostalgia: affect, memory, and personality. Emotion, 10(3), 390-403.
  • Bartier, A. L. (2011). Things were better before: what is the power of nostalgia toward the brand?. Louvain School of Management Working Paper Series 11, 1-22.
  • Basha, A., Parthasarathi, S. K., & Aktharsha, U.S. (2020). A study on impact of COVID-19 pandemic on consumer buying behavior in Bangalore City. Journal of Emerging Technologies and Innovative Research (JETIR), 7(4), 1396-1404.
  • Braun-LaTour, K. A., LaTour, M.S., & Zinkhan, G.M. (2007). Using childhood memories to gain insight into brand meaning. Journal of Marketing, 71(2), 45-60.
  • Cui, R. (2015). A Review of Nostalgic Marketing. Journal of Service Science and Management, 8, 125-131.
  • Fornell, C., & Larcker, D.D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
  • Goulding, C. (2001). Romancing the past: heritage visiting and the nostalgic consumer. Psychology and Marketing, 18(6), 565-592.
  • Hair, J. F., Black, W.C., Babin, B.J., Anderson, R.E., & Tatham, R.L. (2012). Multivariate data analysis, New Delhi: Pearson Publications.
  • Havlena, W. J., & Holak, S.L. (1996). Exploring nostalgia imagery through the use of consumer collages. Advances in Consumer Research, 23, 35-42.
  • Hirsch, A. R. (1992). Nostalgia: a neuropsychiatric understanding. Advances in Consumer Research, 19, 390-395.
  • Holak, S. L., & Havlena, W.J. (1992). Nostalgia: an exploratory study of themes and emotions in the nostalgic experience. Advances in Consumer Research, 19, 380-387.
  • Holak, S. L., & Havlena, W. J. (1998). Feelings, fantasies, and memories: an examination of the emotional components of nostalgia. Journal of Business Research, 42, 217–226.
  • Holak, S. L., Havlena, W. J., & Matveev, A.V. (2006). Exploring nostalgia in russia: testing the index of nostalgia-proneness. European Advances in Consumer Research, 7, 195-200.
  • Holbrook, M. B., & Schindler, R.M. (1989). Some exploratory findings on the development of musical tastes. Journal of Consumer Research, 16, 119-124.
  • Holbrook, M. B., & Schindler R.M. (1991). Echoes of the dear departed past: some work in progress on nostalgia. Advances in Consumer Research, 18, 330-33.
  • Holbrook, M. B. (1993). Nostalgia and consumption preferences: some emerging patterns of consumer tastes. Journal of Consumer Research, 20, 245-256.
  • Holbrook, M. B., & Schindler, R.M. (1994). Age, sex, and attitude toward the past as predictors of consumers' aesthetic tastes for cultural products. Journal of Marketing Research, 31(3), 412-422.
  • Holbrook, M. B., & Schindler, R.M. (1996). Market segmentation based on age and attitude toward the past: concepts, methods, and findings concerning nostalgic influences on customer tastes. Journal of Business Research, 37, 27–39.
  • Holbrook, M. B., & Schindler, R.M. (2003). Nostalgic bonding: exploring the role of nostalgia in the consumption experience. Journal of Consumer Behavior, 3(2), 107-127.
  • Hwang, J., & Hyun, S.S. (2013). The impact of nostalgia triggers on emotional responses and revisit intentions in luxury restaurants: the moderating role of hiatus. International Journal of Hospitality Management, 33, 250-262.
  • IMF. (April 2020). “World Economic Outlook”, The Great Lockdown. IMF. https://www.imf.org/en/publications/WEO/issues/2020/04/14/Weo-April-2020 (Erişim Tarihi: 03.09.2020)
  • Ju, I., Kım, J., Chang, M. J., & Bluck, S. (2016). Nostalgic marketing, perceived self-continuity, and consumer decisions. Management Decision, 54(8), 2063-2083.
  • Kessous, A., & Roux, E. (2010). Brands considered as “nostalgic”; consequences on attitudes and consumer-brand relationships. Recherce et Applications en Marketing, 25(3), 29-55.
  • Lasaleta, J. D., Sedikides, C., & Vohs, K. D. (2014). Nostalgia weakens the desire for money. Journal of Consumer Research, 41(3), 713-729.
  • Lefi, L., & Gharbi, A. (2011). Nostalgia and brand attachment: theoretical framework and application in the case of a tunisian advertising. Journal of Business Studies Quarterly, 3(1), 187-200.
  • Madoglou, A., Gkinopoulos, T., Xanthopoulos, P., & Kalamaras, D. (2017). Representations of autobiographical nostalgic memories: generational effect, gender, nostalgia proneness and communication of nostalgic experiences. The Journal of Integrated Social Sciences, 7(1), 60-88.
  • Merchant, A., & Rose, G.M. (2013). Effects of advertising-evoked vicarious nostalgia on brand heritage. Journal of Business Research, 66(12), 2619-2625.
  • Morgül, E. (2017). Effects of nostalgia advertising on brand attitude: an example from turkey. Journal of Current Researches on Social Sciences, 7(4), 1-12.
  • Muehling, D. D., & Sprott, D.E. (2004). The power of reflection: an empirical examination of nostalgia advertising effects. Journal of Advertising, 33(3), 25-35.
  • Muehling, D. D., & Pascal, V.J. (2011). An empirical investigation of the differential effects of personal, historical, and non-nostalgic advertising on consumer responses. Journal of Advertising, 40(2), 107-122.
  • Nathasia, E., & Nasution, R.A. (2016). The effect of nostalgia marketing towards advertising engagement (aqua case). Journal of Business and Management, 5(4), 566-580.
  • Pascal, V. J., Sprott, D.E., & Muehling, D.D. (2002). The influence of evoked nostalgia on consumers’ responses to advertising: an exploratory study. Journal of Current Issues and Research in Advertising, 24(1), 39-49.
  • Reisenwitz, T. H. (2001). Nostalgia advertising: an exploratory study of its effectiveness and the effect of nostalgia proneness. Phd Dissertation, Cleveland State University, A.B.D.
  • Reisenwitz, T. H, Iyer, R., & Cutler, B. (2004). Nostalgia advertising and the influence of nostalgia proneness. The Marketing Management Journal, 14(2), 55- 66.
  • Rindfleisch, A., Freeman, D., & Burroughs, J.E. (2000). Nostalgia, materialism, and product preference: an initial inquiry. Advances in Consumer Research, 27, 36-41.
  • Sarabi, S. (2012). The influence of nostalgia on acculturative stress in first generation iranians in the united states. Phd Dissertation, Wright Institute Graduate School of Psychology, Berkeley, CA.
  • Schindler, R. M., & Holbrook, M.B. (2003). Nostalgia for early experience as a determinant of consumer preferences. Psychology & Marketing, 20(4), 275-302.
  • Sedikides, C., Wildschut, T., Routledge, C., Arndt, J., Hepper, E.G., & Zhou, X. (2015). To nostalgize: Mixing memory with affect and desire. Advances in Experimental Social Psychology, 51, 189-273.
  • Seehusen, J., Cordaro, F., Wildschut, T., Sedikides, C., Routledge, C., Blackhart, G.C., Epstude, K., & Vingerhoets, A. J. J. M. (2013). Individual differences in nostalgia proneness: the integrating role of the need to belong. Personality and Individual Differences, 55, 904–908.
  • Sierra, J. J., & McQuitty, S. (2007). Attitudes and emotions as determinants of nostalgia purchases: an application of social identity theory. Journal of Marketing Theory and Practice, 15(2), 99-112.
  • Spears, N., & Singh, S.N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53-66.
  • Stern, B. B. (1992). Historical and personal nostalgia in advertising text: the fin de siecle effect. Journal of Advertising, 21(4), 11-22.
  • Sultan, A. J, Muehling, D., & Sprott, D.E. (2010). The effect of personal attachment and usage on consumers’ response to nostalgia. Proceedings of the Academy of Marketing Studies, 15(2), 1-3.
  • Weibel, D., Francesco, R., Kopf, R., Fahrni, S., Brunner, A., Kronenberg, P., Lobmaier, J.S., Reber, T.P., Mast, F.W., & Wissmath, B. (2019). TV vs. youTube: TV advertisements capture more visual attention, create more positive emotions and have a stronger impact on implicit long-term memory. Frontiers in Psychology, 10, 1-9.
Year 2020, , 380 - 386, 30.11.2020
https://doi.org/10.26650/ibr.2020.49.0050

Abstract

References

  • Baker, S. M, & Kennedy, P. F. (1994). Death by nostalgia: a diagnosis of context specific cases. Advances in Consumer Research, 21,169-174.
  • Barrett, F. S., Grimm, K. J., Robins, R.W., Wildschut, T., Sedikides, C., & Janata, P. (2010). Music-evoked nostalgia: affect, memory, and personality. Emotion, 10(3), 390-403.
  • Bartier, A. L. (2011). Things were better before: what is the power of nostalgia toward the brand?. Louvain School of Management Working Paper Series 11, 1-22.
  • Basha, A., Parthasarathi, S. K., & Aktharsha, U.S. (2020). A study on impact of COVID-19 pandemic on consumer buying behavior in Bangalore City. Journal of Emerging Technologies and Innovative Research (JETIR), 7(4), 1396-1404.
  • Braun-LaTour, K. A., LaTour, M.S., & Zinkhan, G.M. (2007). Using childhood memories to gain insight into brand meaning. Journal of Marketing, 71(2), 45-60.
  • Cui, R. (2015). A Review of Nostalgic Marketing. Journal of Service Science and Management, 8, 125-131.
  • Fornell, C., & Larcker, D.D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
  • Goulding, C. (2001). Romancing the past: heritage visiting and the nostalgic consumer. Psychology and Marketing, 18(6), 565-592.
  • Hair, J. F., Black, W.C., Babin, B.J., Anderson, R.E., & Tatham, R.L. (2012). Multivariate data analysis, New Delhi: Pearson Publications.
  • Havlena, W. J., & Holak, S.L. (1996). Exploring nostalgia imagery through the use of consumer collages. Advances in Consumer Research, 23, 35-42.
  • Hirsch, A. R. (1992). Nostalgia: a neuropsychiatric understanding. Advances in Consumer Research, 19, 390-395.
  • Holak, S. L., & Havlena, W.J. (1992). Nostalgia: an exploratory study of themes and emotions in the nostalgic experience. Advances in Consumer Research, 19, 380-387.
  • Holak, S. L., & Havlena, W. J. (1998). Feelings, fantasies, and memories: an examination of the emotional components of nostalgia. Journal of Business Research, 42, 217–226.
  • Holak, S. L., Havlena, W. J., & Matveev, A.V. (2006). Exploring nostalgia in russia: testing the index of nostalgia-proneness. European Advances in Consumer Research, 7, 195-200.
  • Holbrook, M. B., & Schindler, R.M. (1989). Some exploratory findings on the development of musical tastes. Journal of Consumer Research, 16, 119-124.
  • Holbrook, M. B., & Schindler R.M. (1991). Echoes of the dear departed past: some work in progress on nostalgia. Advances in Consumer Research, 18, 330-33.
  • Holbrook, M. B. (1993). Nostalgia and consumption preferences: some emerging patterns of consumer tastes. Journal of Consumer Research, 20, 245-256.
  • Holbrook, M. B., & Schindler, R.M. (1994). Age, sex, and attitude toward the past as predictors of consumers' aesthetic tastes for cultural products. Journal of Marketing Research, 31(3), 412-422.
  • Holbrook, M. B., & Schindler, R.M. (1996). Market segmentation based on age and attitude toward the past: concepts, methods, and findings concerning nostalgic influences on customer tastes. Journal of Business Research, 37, 27–39.
  • Holbrook, M. B., & Schindler, R.M. (2003). Nostalgic bonding: exploring the role of nostalgia in the consumption experience. Journal of Consumer Behavior, 3(2), 107-127.
  • Hwang, J., & Hyun, S.S. (2013). The impact of nostalgia triggers on emotional responses and revisit intentions in luxury restaurants: the moderating role of hiatus. International Journal of Hospitality Management, 33, 250-262.
  • IMF. (April 2020). “World Economic Outlook”, The Great Lockdown. IMF. https://www.imf.org/en/publications/WEO/issues/2020/04/14/Weo-April-2020 (Erişim Tarihi: 03.09.2020)
  • Ju, I., Kım, J., Chang, M. J., & Bluck, S. (2016). Nostalgic marketing, perceived self-continuity, and consumer decisions. Management Decision, 54(8), 2063-2083.
  • Kessous, A., & Roux, E. (2010). Brands considered as “nostalgic”; consequences on attitudes and consumer-brand relationships. Recherce et Applications en Marketing, 25(3), 29-55.
  • Lasaleta, J. D., Sedikides, C., & Vohs, K. D. (2014). Nostalgia weakens the desire for money. Journal of Consumer Research, 41(3), 713-729.
  • Lefi, L., & Gharbi, A. (2011). Nostalgia and brand attachment: theoretical framework and application in the case of a tunisian advertising. Journal of Business Studies Quarterly, 3(1), 187-200.
  • Madoglou, A., Gkinopoulos, T., Xanthopoulos, P., & Kalamaras, D. (2017). Representations of autobiographical nostalgic memories: generational effect, gender, nostalgia proneness and communication of nostalgic experiences. The Journal of Integrated Social Sciences, 7(1), 60-88.
  • Merchant, A., & Rose, G.M. (2013). Effects of advertising-evoked vicarious nostalgia on brand heritage. Journal of Business Research, 66(12), 2619-2625.
  • Morgül, E. (2017). Effects of nostalgia advertising on brand attitude: an example from turkey. Journal of Current Researches on Social Sciences, 7(4), 1-12.
  • Muehling, D. D., & Sprott, D.E. (2004). The power of reflection: an empirical examination of nostalgia advertising effects. Journal of Advertising, 33(3), 25-35.
  • Muehling, D. D., & Pascal, V.J. (2011). An empirical investigation of the differential effects of personal, historical, and non-nostalgic advertising on consumer responses. Journal of Advertising, 40(2), 107-122.
  • Nathasia, E., & Nasution, R.A. (2016). The effect of nostalgia marketing towards advertising engagement (aqua case). Journal of Business and Management, 5(4), 566-580.
  • Pascal, V. J., Sprott, D.E., & Muehling, D.D. (2002). The influence of evoked nostalgia on consumers’ responses to advertising: an exploratory study. Journal of Current Issues and Research in Advertising, 24(1), 39-49.
  • Reisenwitz, T. H. (2001). Nostalgia advertising: an exploratory study of its effectiveness and the effect of nostalgia proneness. Phd Dissertation, Cleveland State University, A.B.D.
  • Reisenwitz, T. H, Iyer, R., & Cutler, B. (2004). Nostalgia advertising and the influence of nostalgia proneness. The Marketing Management Journal, 14(2), 55- 66.
  • Rindfleisch, A., Freeman, D., & Burroughs, J.E. (2000). Nostalgia, materialism, and product preference: an initial inquiry. Advances in Consumer Research, 27, 36-41.
  • Sarabi, S. (2012). The influence of nostalgia on acculturative stress in first generation iranians in the united states. Phd Dissertation, Wright Institute Graduate School of Psychology, Berkeley, CA.
  • Schindler, R. M., & Holbrook, M.B. (2003). Nostalgia for early experience as a determinant of consumer preferences. Psychology & Marketing, 20(4), 275-302.
  • Sedikides, C., Wildschut, T., Routledge, C., Arndt, J., Hepper, E.G., & Zhou, X. (2015). To nostalgize: Mixing memory with affect and desire. Advances in Experimental Social Psychology, 51, 189-273.
  • Seehusen, J., Cordaro, F., Wildschut, T., Sedikides, C., Routledge, C., Blackhart, G.C., Epstude, K., & Vingerhoets, A. J. J. M. (2013). Individual differences in nostalgia proneness: the integrating role of the need to belong. Personality and Individual Differences, 55, 904–908.
  • Sierra, J. J., & McQuitty, S. (2007). Attitudes and emotions as determinants of nostalgia purchases: an application of social identity theory. Journal of Marketing Theory and Practice, 15(2), 99-112.
  • Spears, N., & Singh, S.N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53-66.
  • Stern, B. B. (1992). Historical and personal nostalgia in advertising text: the fin de siecle effect. Journal of Advertising, 21(4), 11-22.
  • Sultan, A. J, Muehling, D., & Sprott, D.E. (2010). The effect of personal attachment and usage on consumers’ response to nostalgia. Proceedings of the Academy of Marketing Studies, 15(2), 1-3.
  • Weibel, D., Francesco, R., Kopf, R., Fahrni, S., Brunner, A., Kronenberg, P., Lobmaier, J.S., Reber, T.P., Mast, F.W., & Wissmath, B. (2019). TV vs. youTube: TV advertisements capture more visual attention, create more positive emotions and have a stronger impact on implicit long-term memory. Frontiers in Psychology, 10, 1-9.
There are 45 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Articles
Authors

Şeniz Özhan This is me 0000-0003-3898-8192

Duygu Talih Akkaya This is me 0000-0002-7514-8347

Publication Date November 30, 2020
Submission Date March 16, 2020
Published in Issue Year 2020

Cite

APA Özhan, Ş., & Talih Akkaya, D. (2020). The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention. Istanbul Business Research, 49(2), 380-386. https://doi.org/10.26650/ibr.2020.49.0050

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