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Remembering the Good Old Days: The Moderating Role of Consumer Affective State on the Effectiveness of Nostalgic Advertising

38 Pages Posted: 1 Oct 2013 Last revised: 24 Jul 2014

Guangzhi (Terry) Zhao

Loyola University Maryland - The Joseph A. Sellinger, S.J. School of Business and Management

Darrel D. Muehling

Washington State University - Department of Marketing

Ioannis Kareklas

State University of New York at Albany

Date Written: September 27, 2013

Abstract

Employing different experimental priming procedures and advertising treatments across two studies, we examine the moderating role of consumer affective state on individuals’ responses to nostalgic and non-nostalgic advertising. Consistent with hypothesized expectations, our findings indicate that when consumers are in a positive affective state, they respond more favorably (i.e., report more positive memories and favorable brand-related responses) to nostalgic (vs. non-nostalgic) ads. In contrast, one’s negative affective state appears to play a limited role in affecting responses between ad types. The theoretical implications of these findings as they relate to nostalgic advertising effects are discussed, and recommendations for advertising practitioners are offered.

Keywords: consumer affective state, nostalgia in advertising, emotion in persuasion, ANOVA, MANOVA

Suggested Citation

Zhao, Guangzhi (Terry) and Muehling, Darrel D. and Kareklas, Ioannis, Remembering the Good Old Days: The Moderating Role of Consumer Affective State on the Effectiveness of Nostalgic Advertising (September 27, 2013). Journal of Advertising, 43 (3), 244-55. Available at SSRN: https://ssrn.com/abstract=2332210

Guangzhi (Terry) Zhao

Loyola University Maryland - The Joseph A. Sellinger, S.J. School of Business and Management ( email )

Baltimore, MD 21210
United States

Darrel D. Muehling

Washington State University - Department of Marketing ( email )

367C Todd Addition
Pullman, WA 99164
United States
509-335-7302 (Phone)
509-335-3865 (Fax)

Ioannis Kareklas (Contact Author)

State University of New York at Albany ( email )

1400 Washington Ave
Albany, NY 12222
United States

HOME PAGE: http://www.ioanniskareklas.com/

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