Nostalgic marketing, perceived self-continuity, and consumer decisions

Abstract

Purpose The purpose of this paper is to examine the effects of nostalgic marketing on consumer decisions, including the relation of nostalgia to perceived self-continuity, brand attitude (BA), and purchase intent (PI). Design/methodology/approach The study uses an experimental design that compares individuals’ responses to past-focussed (nostalgic) vs present-focussed (non-nostalgic) advertising across a range of three product types. Analyses include structural equation modeling (SEM) to investigate direct and mediated relationships. Findings Nostalgic past-focussed advertisements (as compared to present-focussed advertisements) elicited higher perceived self-continuity which led to more favorable ratings of BA and greater intent to purchase the product. These effects held up regardless of product type. SEM showed that the relation of advertising-evoked nostalgia to BA is partially mediated by consumer’s perceived self-continuity. BA also directly predicted PI. Practical implications These findings provide two implications for marketing managers. First, the perceived self-continuity plays an important role in the success of nostalgia marketing. As such, advertising designed to directly influence perceived self-continuity should be used for framing a nostalgic marketing purposes that aims to connect consumers to particular brands. Second, evoking nostalgia in marketing communications is not just effective for one product type but appears to be useful across a variety of product type (i.e. utilitarian, hedonic, and neutral). Originality/value The study is based within an experiential marketing framework but is innovative in examining the specific experience of nostalgia and linking it to consumer’s identity (i.e. self-continuity). This area has received little attention and appears to be a promising area for future research on consumer decisions.

Demystifying the link between emotional loneliness and brand loyalty: Mediating roles of nostalgia, materialism, and self‐brand connections

“…Psychologists show that nostalgia allows people to create a sense of perceived self‐continuity in which their current self‐concept is linked to their past self‐identity as a form of identity continuity (Sedikides et al, 2008, 2015). In consumer behavior literature, Ju et al (2016) demonstrate that perceived self‐continuity mediates the relationship between nostalgia advertisement and positive customer intent to purchase. Hence, nostalgia may enable lonely consumers to alleviate the temporary feeling of loneliness as well as their negative self‐evaluation by restoring their actual self‐identity from the past as a form of perceived self‐continuity.…”

Techno-Social Disruption, Autobiographical Obsolescence and Nostalgia: Why Parental Concerns about Smart Phones and Social Media Have Historical Precedents as Old as the Printed Word

“…This notion of nostalgia as a psychological antidote for feelings of autobiographical obsolescence is suggested by previous research describing nostalgia as an “existential resource” that is often triggered by sadness, loneliness, a lack of purpose or meaning, or an existential threat. These studies have shown that nostalgia experiences typically result in an improved mood, better self-esteem, feelings of greater social connectedness, increased continuity of the self over time, and a greater sense of existential purpose (Ju et al 2016; Routledge et al 2013; Sedikides et al 2015; Wildschut et al 2006; Zhou et al 2008).…”

Nostalgia: An Attractive Theme for Marketing Researchers

“…They concluded that a nostalgic ad produced more favorable responses than the non-nostalgic ad, irrespective of participant's past association with the brand. Besides, Ju et al (2016) examined the effects of nostalgic marketing on consumer decisions, including the relation of nostalgia to perceived self-continuity, brand attitude, and purchase intent (Drolet et al, 2007;Muehling et al, 2014;Sedikides et al, 2015). A total of 199 participants completed the experiment (i.e., nostalgic advertising-sunscreen).…”