Away from “Unified Nostalgia”: Conceptual Differences of Personal and Historical Nostalgia Appeals in Advertising

Abstract

Studies suggest that nostalgia can be split into two distinct forms; Personal and Historical nostalgia. This research explores these varieties of nostalgic appeal and, based on literature, proposes differing effects these variations may have on the important consumer behaviour responses of cognition, emotions, attitudes, and purchase intentions. A review of the literature suggests that significant differences will exist dependent on the type of nostalgic appeal being used. The call for scales to test these appeals independently of one another is also made. Finally, this evidence suggests that treatment of nostalgia as a 'unified' concept may be inaccurate in predicting true consumer responses and future studies should treat the two types as separate appeals if rigor is to be suggested.

Research Note: Nostalgia as the Future for Branding Entertainment Media? The Consumption of Personal and Historical Nostalgic Films and Its Effects

“…In summary our studies contribute to the research gaps mentioned in extant studies to examine recent, unknown, less popular stimuli, and also stimuli with moderate nostalgia levels (Marchegiani & Phau, 2010a;Muehling & Pascal, 2012). We identify the relevance of personal and historical nostalgia in the movie context, different presentation modes are used (short description with film poster vs. trailer), and we improve the sample representativeness by not surveying students (e.g.…”

“…Hence, the distinction between personal and historical is highly needed because the effects for media brands 'using' the one or other can differ greatly, which was shown at least in the advertising context (e.g. Marchegiani & Phau, 2010a, 2010bMuehling & Pascal, 2012). All in all, we can say that the (motives and) effects of the consumption of personal and historical nostalgic films and media brands are so far underresearched.…”

Pengaruh Elemen Interior Restoran Terhadap Pengalaman Nostalgia Konsumen

“…Nostalgia personal adalah keseluruhan respon yang didapat dari ingatan personal masa lalu ('the way I was'), sedangkan nostalgia historis adalah respon dari keseluruhan kejadian historis di mana responden tidak mengalami kejadian langsung, bahkan ada sebelum responden lahir ('the way it was') [8]. Sejarah yang dialami langsung merupakan pengalaman di masa lalu yang telah dialami sendiri, sedangkan tidak langsung merupakan pengetahuan atau informasi yang didapatkan melalui buku sejarah, media televisi, radio dan film mengenai cerita ataupun kejadian di masa lalu.…”

“…Hal ini diduga karena usia responden berkisar 20-30 tahun merupakan usia yang mengalami langsung gaya desain modern tersebut dan menurut pendapat Stern, Havlena dan Holak dalam Marchegiani [8] merupakan konsep nostalgia personal "the way I was". Namun kondisi tersebut tidak serta merta dianggap dapat membangkitkan respon persepsi nostalgia dikarenakan hasil kondisi yang didominasi gaya modern tidak lebih tinggi dibandingkan kondisi yang didominasi gaya kolonial.…”

Handbook of Media Branding

“…Holbrook, 1993). Marchegiani & Phau, 2010a, 2010bMuehling & Pascal, 2012). Hence, the distinction between personal and historical is highly needed because the effects for media brands 'using' the one or other can differ greatly, which was shown at least in the advertising context (e.g.…”