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
Date Written: September 27, 2013
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
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