Development and validation of the Personal Nostalgia Scale

Marchegiani, Christopher; Phau, Ian

doi:10.1080/13527266.2010.542078

Cited by 47 publications

(47 citation statements)

References 78 publications

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“…This finding is contrary to prior advertising research, showing that personal nostalgia through advertising has stronger positive effects on attitudes towards the brand than historical nostalgia (e.g. Marchegiani & Phau, 2011a). Buying intentions and the intention to recommend and re-experience the film or film brand are influenced positively as well, and according to our hypotheses more strongly by personal nostalgia compared to H.N.…”

Section: Primary Studiescontrasting

confidence: 86%

“…However, on affective response (H9) and mood (H10) historical nostalgia's influence is partly stronger. These results are very relevant because extant studies from marketing mainly come to the conclusion that personal nostalgia is superior to historical nostalgia (Marchegiani & Phau, 2011a;Muehling & Pascal, 2011. The effects of the two nostalgia types on attitudes towards a film or film brand are outbalanced, which is why we come to the conclusion that in the movie context both nostalgia types are valuable marketing instruments.…”

Section: Primary Studiesmentioning

confidence: 59%

“…It stems from the cultural sciences and thus does not use a media psychological or management perspective. Moreover, we can build on studies from marketing, but although new scales for the two nostalgia types have been developed recently (Marchegiani & Phau, 2007, 2011a, they largely suffer from measurement limitations (e.g. Baker & Kennedy, 1994;Barrett et al, 2010;Chou & Lien, 2010;Pascal, Sprott, & Muehling, 2002) and call for further research on nostalgia (Muehling & Pascal, 2011Muehling & Sprott, 2004) that would allow us to direct and evaluate (nostalgic) media content more easily.…”

Section: 2mentioning

confidence: 99%

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

Natterer

2015

Handbook of Media Branding

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Nostalgia is increasingly and successfully used as a means to brand entertainment media. However, there is a significant gap in empirical investigations which consider the effects of different types of nostalgic responses to films. Hence, the contribution of this chapter lies first in answering the question of which films evoke which type of nostalgia in media recipients. In our investigation of 41 movies released between 2010 and 2013 we found that not only wellknown and old, but also relatively unknown and very recent film stimuli are capable of evoking personal and/or historical nostalgia. Secondly, our main studies (n ¼ 217) reveal that personal and historical nostalgia through films have significant positive effects on attitudes towards the media brand, buying intentions, affective response, and mood. The results of our study help to apply both kinds of nostalgia to media branding to gain competitive advantages in times of digitalization, saturated media markets, and media crises.

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Section: Primary Studiescontrasting

confidence: 86%

Section: Primary Studiesmentioning

confidence: 59%

Section: 2mentioning

confidence: 99%

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

Natterer

2015

Handbook of Media Branding

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“…These results are very relevant because extant studies from marketing mainly come to the conclusion that personal nostalgia is superior to historical nostalgia (Marchegiani & Phau, 2011a;Muehling & Pascal, 2011. The personal nostalgia effects exceed those of historical nostalgia regarding buying, word-of-mouth, and re-experience intentions.…”

Section: Discussion and Implications For The Branding Of Contentmentioning

confidence: 83%

“…Holbrook (1993) and Schindler (1994, 1996) elucidate consumer patterns of cultural products and their relationships with nostalgia proneness. Moreover, we can build on studies from marketing, but although new scales for the two nostalgia types have been developed recently (Marchegiani & Phau, 2007, they largely suffer from measurement limitations (e.g. A positive attitude toward the past leads to a shift of preference peaks toward earlier years, but they do not measure nostalgic responses, distinguish between personal and historical nostalgia or investigate actual films, so there is little accord with our approach.…”

Section: Nostalgia In Media Mood Management and Attributionmentioning

confidence: 99%

Handbook of Media Branding

Ots

Hartmann

2015

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Seeking Stability: Consumer Motivations for Communal Nostalgia

Han

Newman

2021

J Consum Psychol

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Existing research has examined why consumers are drawn to things from their past (personal nostalgia). However, little empirical work has examined why consumers prefer products that were never a part of their personal history (communal nostalgia). For example, a consumer may purchase vinyl records even though she grew up listening to mp3 files. Here, we find that one reason why consumers may be drawn to communal nostalgia is that it can provide a sense of social stability. Drawing on System Justification Theory (Jost & Banaji, British Journal of Social Psychology, 33, 1994 and 1–27), we demonstrate that perceived threats to the social system increase consumer demand for communal nostalgia and enhance the pleasure consumers get from certain retro products. We further show that a retro product’s ability to provide a sense of stability to consumers mediates the effect of system justification on communal nostalgia. Together, these findings suggest that communal nostalgia may be driven by its own unique motivational antecedents that are distinct from personal nostalgia, as individuals seek to connect to aspects of society that are perceived as stable and unchanging.

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Development and validation of the Personal Nostalgia Scale

Cited by 47 publications

References 78 publications

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

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

Handbook of Media Branding

Seeking Stability: Consumer Motivations for Communal Nostalgia

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