The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention

Özhan, Şeniz; Akkaya, Duygu Talih

doi:10.26650/ibr.2020.49.0050

Cited by 3 publications

(2 citation statements)

References 27 publications

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“…Opportunities exist such as using nostalgic cues to elicit nostalgia and increase purchase intention of consumers who shared similar experiences (Zhou et al, 2019). The essential component in nostalgia marketing is to expose target consumers to a product or a nostalgic message revealing positive emotions and enable them to connect to a positive, perhaps idealized, past (Zhou et al, 2019;Ozhan and Akkaya, 2020). As a result, such a product is perceived to have higher value to consumers.…”

Section: Discussionmentioning

confidence: 99%

Understanding preferences for and consumer behavior toward cheese among a cohort of young, educated, internationally mobile Chinese consumers

Ouyang

McCarthy

et al. 2021

Journal of Dairy Science

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This study explores the experiences of a cohort of young, educated, internationally mobile Chinese consumers with cheese and other dairy products, and how these experiences shape their behavior toward cheese products. In total, 41 Chinese students studying at an Irish university participated in 5 focus groups (n = 41, n = 7-10). Thematic analysis identified important factors that influence consumer behaviors regarding cheese products. Individuals' expectations toward cheese were embedded in their knowledge structures, which were constructed from previous experience. Participants had general positive expectations toward cheese due to associations with western-style foods and nostalgia; however, direct eating experience determined long-term behavior. When making a purchase decision, choice motives were weighed and negotiated to establish a fundamental driving factor for purchase. Perceived probability of choice motive fulfillment was important in determining purchase decisions, with many participants having low perceived ability to select cheese and limited motivation to engage with cheese due to limited perceived relevance of cheese to their daily food life. Individuals' innovativeness was an important factor that influences their openness to cheese products when moving beyond familiar foods. Opportunities exist such as using nostalgic cues as marketing tools to increase consumers' interest in cheese or combining cheese with Chinese food to increase perceived relevance of cheese to their daily food life. Providing information at point of purchase could reduce the disconnect between expectation and actual experience, and innovative cheese products may be developed to better fulfill important choice motives.

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Section: Discussionmentioning

confidence: 99%

Understanding preferences for and consumer behavior toward cheese among a cohort of young, educated, internationally mobile Chinese consumers

Ouyang

McCarthy

et al. 2021

Journal of Dairy Science

View full text Add to dashboard Cite

show abstract

“… Loveland et al (2010) and Hajlaoui and Gharbi (2020) indicated the relationship between brand preference and nostalgic feelings through empirical studies. On the basis of nostalgic proneness, Reisenwitz et al (2004) and Özhan and Akkaya (2020) depicted that consumers would produce senses of nostalgia by stimulation of nostalgia advertising, which would produce further nostalgic consumption.…”

Section: Theoretical Foundationsmentioning

confidence: 99%

The Impact of Nostalgia Proneness on Online Donation Willingness: The Mediating Effect of Consumer-Brand Relationship

Zhang

Tao

2022

Front. Psychol.

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The rapid outbreak of COVID-19 wreaked havoc and brought a pause to the normal lives, and the labor market and human livelihoods were strongly negatively affected because of it. The emergence of groups that were unable to withstand various pressures has increased the appeal of donation behavior to a certain extent. Therefore, under the impetus of COVID-19 and digital background, online donation represented by Waterdrop financing has become popular. In the common difficult period, how to improve an individual’s willingness to donate online has become an urgent problem to be solved. To address this issue, on the basis of previous literature, we proposed a research hypothesis and a theoretical model of “nostalgia-relationship variables-donation”. After that, we determined the measurement scale, conducted a large sample survey, and finally conducted hypothesis testing through confirmatory factor analysis and structural equation modeling analysis. Through the above analyses, the study reached the following conclusions: the main influence factors of personal nostalgic proneness are insecurity, past experience, loneliness, and recovery from grief, among others. There is a positive causal link between nostalgia proneness and familial utility intensity and emotional utility intensity. The greater the degree of the nostalgia intensity of the donor, the more the trust placed in charitable organizations. The donors’ relationship commitment to charitable organizations significantly influences their online donation willingness. The main source of relationship commitment consists of emotional intensity, followed by trust, and finally, familial intensity.

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How nostalgia in advertising increases brand love: a cross-country study

Grappi,

Pauwels,

Pedeliento

et al. 2024

JPBM

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Purpose This paper aims to investigate the extent to which nostalgic advertising can foster brand love. It examines the effects of two common forms of nostalgia in advertising – that is, personal and historical nostalgia – on consumers’ love towards a brand in both a developed (the UK) and a developing country (India). Design/methodology/approach A pre-test and post-test quasi-experimental study was conducted with two representative samples of consumers (i.e. 277 British and 255 Indian). Respondents were randomly exposed to one ad evoking either personal or historical nostalgia, or a non-nostalgic ad. Findings The results indicate that the use of nostalgia in advertising increases brand love in both countries. However, the effectiveness of each type of nostalgia varies depending on the country considered. In the UK, personal nostalgia increases brand love more than historical nostalgia, whereas, in India, historical nostalgia was found to be more significantly related to brand love than personal nostalgia. Practical implications The primary implication for marketers is to consider nostalgic advertising as a critical lever to building longer-term value for a brand (i.e. brand love) whilst being mindful of the country-specific differences regarding how such a lever should be executed to achieve effectiveness be effective. Originality/value The paper contributes to the advancement of the brand love literature by clarifying whether, and under what circumstances, the use of specific types of nostalgia in advertising increases consumers’ love towards a brand.

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The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention

Cited by 3 publications

References 27 publications

Understanding preferences for and consumer behavior toward cheese among a cohort of young, educated, internationally mobile Chinese consumers

Understanding preferences for and consumer behavior toward cheese among a cohort of young, educated, internationally mobile Chinese consumers

The Impact of Nostalgia Proneness on Online Donation Willingness: The Mediating Effect of Consumer-Brand Relationship

How nostalgia in advertising increases brand love: a cross-country study

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