Transcript How Personal Nostalgia Influences Giving to Charity

Advertising Evoked Personal
Nostalgia Intensity:
Scale Development and Validation
John B. Ford, Ph.D.
Old Dominion University
Altaf Merchant, Ph.D.
University of Washington, Tacoma
Kathryn Braun-LaTour, Ph.D.
University of Nevada, Las Vegas
Michael S. Latour, Ph.D.
University of Nevada, Las Vegas
This paper is under review at Journal of the Academy of Marketing
Science
1
Introduction



During times of crises, whether financial or political,
marketers’ main communication response has been to reassure
consumers by making them feel safe and secure (Boyle 2009;
Elliott 2009).
More often than not, the technique used for this is nostalgic
advertising.
Examples include Disney’s “Remember the Magic” campaign,
Pepsi’s Generation Campaign featuring Britney Spears
wearing clothing and signing songs from different decades, the
reviving of old spokespersons (Colonel Sanders and KFC,
Dave Thomas and Wendy’s) and jingles (Bumble Bee Tuna
bringing back its song from the 1970s ).
2
Introduction



More generally, the use of nostalgic advertising is seen as a
means to reconnect the consumer to the brand (Sujan, Bettman
and Baumgartner 1993).
In a content analysis of over 1,000 U.S. TV ads, Unger,
McConocha and Faiere (1991) found that nostalgia was used
via theme, copy or music in ten percent of the advertising.
While there are measures that have been developed to assess
attitudes towards advertising as well as identifying individual
differences in reaction to nostalgic messages (i.e., nostalgia
proneness, Batcho 1995; Holbrook 1993), but there are as yet
no measures that can capture the complexities involved in
evoking consumers’ personal nostalgia.
3
Introduction

For a nostalgia-inducing ad to be effective, we believe that it should
accomplish three things:





1) it must evoke consumers’ personal memories of the past,
2) it must conjure up emotions that motivate the consumer to act upon or
change their current state, and
3) the elicited memories and feelings should provoke a closer association to the
advertised brand.
Recently, Pascal, Sprott and Muehling (2002) developed a 10-item single
dimension scale to measure ad-evoked nostalgia; however, this scale does
not tap into all the various cognitive and emotional dimensions of the
nostalgic experience.
Our scale development builds on prior work by comprehensively
deconstructing the personal nostalgia experience through the
measurement of nostalgia as evoked by marketing communications.
4
Types of Nostalgia

Personal Nostalgia

A longing for the actual “lived” past (Baker and Kennedy, 1994)


Reliving memories
Vicarious Nostalgia

A longing for a period outside the individuals living
memory (Goulding, 2002)

Fantasy
5
Literature Review

Measures of Advertising Effectiveness

Attitude towards ad (Bush, Smith and Martin 1999), ad effectiveness (Moreau,
Markman and Lehmann 2001), persuasiveness (Reichert, Heckler and Jackson
2001), ad-evoked cognitive processing (McQuarrie and Mick 1999), adevoked emotions (Aaker and Williams 1998), ad-evoked mood (Ellen and Bone
1998)
Nostalgia Proneness (Holbrook 1993; Batcho 1995)
 Personal Nostalgia Experience




Uni dimensional (Pascal et al. 2002)
Two dimensional (Baumgartner 1992)
No scale to measure the intensity of advertising
evoked personal nostalgia
6
Contribution

Our scale builds on past nostalgia research by:


Comprehensively deconstructing the personal nostalgia
experience
Developing a reliable metric that measures all the
dimensions of the nostalgic experience
Personal Nostalgia Experience
 There
are cognitive as well as affective
dimensions to the experience of nostalgia
(Baumgartner, 1992).

Summoning up of the images of the past (MacInnis and Price,
1987, McDermott, 2002)

Recall of the past leads to the evoking of both happy and
sad emotions (Bernsten and Rubin, 2002).


Warmth, comfort, joy - remembering the past
Pain, sadness, regret - sense of loss (Holak and Havlena, 1998).
8
Study 1 - Item generation: Thirteen focus
groups (N= 58) and literature review



Focus groups lasted 2-3 hours with respondents from a variety
of age groups, income levels and educational backgrounds.
Age range was from 19 to 60, and discussions were moderated
by two researchers and audio recorded and transcribed.
The objective of the study was to enhance the understanding of
the personal nostalgia experience and to generate an
exhaustive list of manifestations of the personal nostalgia
experience.
In order to trigger a personal nostalgia experience, the
participants were asked to think of any piece of music, items,
events, etc. that might make them nostalgic. They were then
asked to think of what it reminded them of and how they felt.
9
Study 2 – Content Validity

107 items generated (Literature review 36, Focus groups 71)
(Churchill 1979).


Five behavioral researchers served as expert judges to assess
content validity by rating how well each item represented its
respective dimension and to look for any problematic item
overlaps. Only those items that were classified as
representative or highly representative were retained
(Zaichowsky 1985).
This led to 65 items being retained from the full set of 107.
10
Study 2 – Content Validity

Four factors were identified:




Past Imagery – it was like a flashback, there was a
montage of images, it was a dreamlike experience, the
images were like flashing pictures (Evoked imagery…….)
Physiological - my breathing became steady/slow, I could
smell the scents of my past, I laughed, I felt a sinking
feeling, I had sweaty palms
Positive emotions - serene, comfort, pleasant, gratitude,
spiritual, warm, relaxed, secure.
Negative emotions - anxiety, guilty, sorry, blue, depressed,
regret.
11
Study 3 – Item reduction and EFA

Stimuli

Six press ads were developed (nostalgic and non-nostalgic
versions, across different product categories- Cookies,
Disney, PBS)




Seven iterative focus groups (41 consumers) for development of
ads
Pretested quantitatively among 50 consumers.
Two items, “this ad made me nostalgic’ and “this ad brought back
memories from the past,” were utilized as a manipulation check,
and respondents indicated how likely they were to agree/disagree
with each statement (5-point scale).
Manipulation checks indicated a significant difference across
advertisements for nostalgia.
12
1 version
Nostalgic
Nostalgic
version
Relive the wonderful memories of the past !
Homemade Cookies ® are so fresh and delicious that they will remind you of the
cookies made at home by Mom.
Homemade Cookies ®
13
Non-Nostalgic version
Enjoy the fresh and delicious taste !
Homemade Cookies ® are so fresh and delicious that the taste is unbeatable. Bite into
it and enjoy the taste.
Homemade Cookies
®
14
Study 3 – Item Reduction and EFA

EFA (N=190; student data)



Each respondent was exposed to one of the six ads and responded to the 65item personal nostalgia intensity scale as well as the nostalgia proneness scale.
The four factors were selected on the bases of scree plot and interpretability.
34 items retained



Statistical criteria for item retention: a) item-to-total correlation above 0.35, b)
an average interitem correlation above 0.30, and c) a factor loading above 0.45
(DeVellis 2003; Spector 1992).
Past Imagery (14) with Cronbach Alpha=.96; Physiological (9) with cronbach
Alpha=.92; Positive emotions (5) with Cronbach Alpha=.87; Negative
emotions (6) with cronbach Alpha=.85.
The four factors explained 63% of the variance.
15
Table 1 – Advertising Personal Nostalgia Intensity Scale Items and
Factor Loadings
Item
Past Imagery
Study 3: EFA
.96a, .58b
I could see many images
0.82
The image/s were vivid
0.82
One image led to another
0.81
The images were impressionistic
0.80
There was a montage of images
0.79
The image/s were sharp
0.78
I relived the event from my past
0.77
It was like a flashback
0.77
The image/s were like flashing pictures
0.77
I was transported to the past
0.73
I remembered a specific event
0.69
The images were distinct
0.67
The memories were in bits and pieces
0.65
It was a dreamlike experience
Physiological reactions
0.61
.92a, .57b
I was sweating
0.88
My breathing became steady/slow
0.86
My stomach was churning
0.78
My heart was pounding
0.77
There were tears in my eyes
0.73
I laughed/smiled
0.70
I could feel shivers/trembling
0.69
I could taste/smell/hear things from my past
0.69
I had goosebumps
0.68
16
•a=Cronbach’s α estimates
•b=Average variance extracted
*** all loadings significant at p<.001
Table 1 – Advertising Personal Nostalgia Intensity Scale Items and
Factor Loadings
Positive emotions
.87a, .59b
Peaceful
0.86
Calm
0.84
Relaxed
0.78
Pleasant
0.75
Warm
0.58
Negative emotions
.85a, .54b
Anxiety
0.84
Tensed
0.83
Sadness
0.76
Guilty
0.69
Depressed
0.69
Regret
0.55
•a=Cronbach’s α estimates
•b=Average variance extracted
*** all loadings significant at p<.001
17
Study 3 – Item Reduction and EFA



Bi-variate correlations were calculated for the advertising
personal nostalgia intensity scale and the two scales for
nostalgia proneness (Batcho 1995; Holbrook 1993).
Correlations between the components of the nostalgia intensity
scale were significant.
The correlations between the components of the nostalgia
intensity scale were higher than the correlations between the
components of the nostalgia intensity scale and the two
nostalgia proneness scales indicating initial evidence for
discriminant validity.
18
Table 2 – Correlations Matrix
2
Past imagery
1
1.000
3
4
5
6
Physiological reactions
.378**
1.000
Positive emotions
.447** .229** 1.000
Negative emotions
.180*
.454**
.166*
1.000
Nostalgia proneness (Holbrook 1993)
.112a
.149*
.078
.150*
1.000
Nostalgia proneness (Batcho 1995)
.156*
.168*
.040
.138*
.491** 1.000
Numbers in italics represent correlations between the nostalgia proneness scales and
the four subscales of personal nostalgia intensity.
** Correlation is significant at the 0.01 level (2-tailed).
* Correlation is significant at the 0.05 level (2-tailed).
19
Study 4 - Confirmatory Factor Analysis






There was a unique opportunity to test this scale using the 2009 Pepsi
Superbowl TV commercials.
Pepsi launched the nostalgic “Refresh Anthm” commercial based on the
classic song “Forever Young.” Sung by original lyricist, Bob Dylan, and
rapped by Black Eyed Peas. The old and new commercials were fused into
a visual collage of iconic images celebrating past and present generations.
Pepsi also launched a non-nostalgic commercial in support of the movie,
McGruber.
Each commercial lasted 60 seconds.
Both Ads were pretested among 60 undergraduate students with 33 shown
the nostalgic ad and 27 the McGruber ad.
A single-item measure, “this ad makes me nostalgic,” was used, and the
results showed the “Refresh Anthem” ad was perceived significantly more
nostalgic than the McGruber ad; thus the manipulation worked as expected.
20
Study 4 - Confirmatory Factor Analysis




CFA (N=200; non-student data using an online consumer panel)
Half saw the Pepsi nostalgic ad; remaining saw non-nostalgic Pepsi ad
After seeing the ad, the respondents completed the advertising personal
nostalgia intensity scale. Half were male, and the mean age of the
respondents was 49 years.
Fit indices: χ2 (488) =1323, Normed χ2 (χ2 /d.f.)=2.7, CFI=0.93, IFI=0.94,
TLI=0.92, GFI=0.83, RMSEA=0.058
21
Study 4 - Confirmatory Factor Analysis

Past Imagery(14 items)



Physiological (9 items)



α=.96
Spearman-Brown=.94
Positive emotions (5 items)



α=.94
Spearman-Brown=.82
α=.93
Spearman-Brown=.88
Negative emotions (6 items)


α=.95
Spearman-Brown=.93
22
Past Imagery
It was like a flashback
I relived the event from my past
I was transported to the past
I remembered a specific event
The images were distinct
The memories were in bits and pieces
It was a dreamlike experience
The image/s were vivid
I could see many images
One image led to another
The images were impressionistic
There was a montage of images
The image/s were sharp
The image/s were like flashing pictures
Physiological reaction
I was sweating
My breathing became steady/slow
My stomach was churning
My heart was pounding
There were tears in my eyes
I laughed/smiled
I could feel shivers/trembling
I could taste/smell/hear things from my
past
I had goosebumps
23
Positive
emotions
Peaceful
Calm
Relaxed
Pleasant
Warm
Negative
emotions
Anxiety
Tensed
Sadness
Depressed
Guilty
Regret
Study 4 - Confirmatory Factor Analysis









Several alternative measurement models were examined (Anderson and
Gerbing 1988).
Model 1 is the base model (4 factors correlated)
Model 2 is a one-factor model.
Model 3 has 4 factors uncorrelated.
Model 4 has the correlation between positive emotions and negative
emotions set to 1.0.
Model 5 has the correlation between positive emotions and physiological
reactions set to 1.0.
Model 6 has the correlation between negative emotions and physiological
reactions set to 1.0.
Model 7 has the correlations between positive emotions, negative emotions
and physiological reactions all set to 1.0.
The results demonstrate discriminant validity for the separate factors of 25
advertising personal nostalgia intensity.
Dimensionality
Description
Model 1b
Model 2
Model 3
Model 4
Model 5
Model 6
Model 7
b = base model
*** significantly
worse fit than
base model
(p<.001)
χ2
df
CFI NFI IFI
TLI RMSEA
Δ χ2/df
Base model - 4 factors correlated
1323 488 0.93 0.90 0.93 0.92
0.058
1 factor model
3426 494 0.76 0.73 0.76 0.73
0.127
2103/6***
4 factors - uncorrelated
Correlation between positive and negative
emotions set to 1
Correlation between positive emotions and
physiological reaction set to 1
Correlation between negative emotions
and physiological reaction set to 1
Correlation between positive, negative
emotions and physiological reaction set to
1
2141 494 0.86 0.83 0.86 0.85
0.095
818/6***
1348 489 0.92 0.89 0.92 0.91
0.069
25/1***
1357 489 0.92 0.89 0.92 0.91
0.069
34/1***
1347 489 0.92 0.89 0.92 0.91
0.069
24/1***
1358 491 0.92 0.89 0.91 0.91
0.068
35/1***
26
Study 4 - Confirmatory Factor Analysis



In addition to the thirty-four item advertising personal nostalgia intensity
scale, a single item validation for each of the subscales was assessed using
the procedures recommended by Bagozzi (1993).
The respondents were presented at the conclusion of each survey with a
description of the four nostalgia intensity dimensions and asked to indicate
to what extent they were experiencing each of the dimensions, using 5point agree-disagree scales. Pair wise correlations between the four
dimensions and the single item convergent validity measure were .70, .44,
.57 and .44 for past imagery, physiological reactions, positive emotions and
negative emotions respectively.
These correlations offer initial evidence of convergent validity.
27
Study 4 - Confirmatory Factor Analysis





Past nostalgia research has indicated that younger people typically get less
nostalgic than older individuals (Batcho 1995; Davis 1979).
Some researchers have also argued that reminiscing is a powerful way for
older adults to generate positive emotional experiences (Kennedy, Mather
and Carstensen 2004).
Thus, we can predict that older respondents would score higher levels of
advertising evoked personal nostalgia intensity as compared to their
younger counterparts.
The mean age of the sample here was 49, and as anticipated, the results of
the ANOVA between the two age groups (49 and under vs. over 49),
reveals significantly higher scores for older respondents for all four of the
dimensions involved.
This demonstrates known group validity.
28
Study 5 – Convergent Validity




Data were collected from 41 undergraduate students to investigate the
convergent validity of the four factors on the personal nostalgia intensity
scale.
The constructs that were studied were advertising personal nostalgia
intensity and antiquarianism (a construct found to be related to nostalgia
proneness by Schindler and Holbrook 2003which focuses on the
consumer’s disposition towards antiques and other things like old clothes,
old buildings, historic places, etc.).
Both constructs in question were measured using two techniques: a)
responses to scales and b) ratings by two judges.
The students first responded to the 10-item antiquarianism scale
(McKechnie 1977), and then they saw the nostalgic cookie ad developed
for study 2. They were then asked to describe in detail their thoughts and
feelings about the ad (Cacioppo and Petty 1981).
29
Study 5 – Convergent Validity





The students then were asked to respond to the 34-item personal nostalgia
intensity scale.
At the end of the survey, they were then asked to write about any antique
that belonged to them or to a friend or relative.
Their thought/feeling listings were then analyzed using two judges
(graduate students each given definitions of each of the four factors of
personal nostalgia intensity and antiquarianism.
The judges were told to analyze the descriptive reactions to the cookie ad
and the description about the antique as reported by the original
respondents.
The two judges independently highlighted the manifestations related to
each of the four factors of the personal nostalgia intensity scale, and they
then counted the number of manifestations for each of the four categories
for each of the respondents.
30
Study 5 – Convergent Validity




Finally, the judges counted the number of thoughts related to the
description of the antique for each of the respondents.
As a result, a single item measure was arrived at for each of the four
subscales of the advertising personal nostalgia intensity scale as well as for
the antiquarianism scale.
The reliability coefficients were .96, .80, .93 and .83 for the past imagery,
physiological reactions, positive emotions and negative emotion
respectively and .86 for the antiquarianism scale.
Intercoder reliability was acceptable (from .76-.85).
31
Study 5 – Convergent Validity


The convergent correlations between the respondent and external judge
ratings for the dimensions were .74 (past imagery), .70 (physiological
reactions), .73 (positive emotions) and .65 (negative emotions), which are
all significant and provide evidence of convergent validity.
Also, the correlations between the respondent and external judge ratings
were higher than the correlations with the other factors of the nostalgia
scale or the antiquarianism scale, which provides evidence of discriminant
validity (DeVellis 2003).
32
Convergent and Discriminant Validity
Multitrait-Multimethod Technique
N=41
Scale Responsesa
Respondents (method 1)
Past Imagery
Physiological
Positive
emotions
Negative
emotions
Past Imagery
.96c
Physiological
.56*
.80
Positive emotions
.77*
.74*
.93
Negative emotions
.34*
.29
.17
.83
Antiquarianism
.13
.25
.12
-.03
Antiquarianism
.86
Judges
(method 2)
Past Imagery
.74*
Physiological
.53*
.70*
Positive emotions
.60*
.62*
.73*
Negative emotions
.22
.20
-.15
.65*
Antiquarianism
.06
.08
.09
-.05
.54*
a.Respondents’ scores for the four subscales represent method 1 of our multitrait-multimethod analysis
b.External judges’ ratings (method 2) provide further convergent validity estimates to the respondent scores on the four subscales.
c.Bold numbers reflect reliability estimates (α) for each of the four subscales and for the antiquarianism scale.
* p<.05
Study 6 – Criterion-Related Validity






The six print advertisements developed for study 3 were used for this study.
Data were collected from 171 consumers using an online consumer panel.
The sample contained a balanced age and gender mix.
Each respondent was exposed to one ad and then completed the advertising
personal nostalgia intensity scale.
In addition, respondents answered a series of questions relating to their
behavioral intentions (attitude towards the ad and attitude towards the
brand).
We hypothesized positive effects from the four dimensions of advertising
evoked personal nostalgia intensity on Attitude towards the ad which in
turn would have a positive effect on the attitude towards the brand which
would result in higher levels of behavioral intentions.
34
Criterion-related Validity
(N=171; non-student sample)
Past Imagery
Demographics
(Age, Gender,
Income)
.72***
Physiological
Reactions
Ad
Attitude
.68
.40***
Positive
Emotions
.85***
Brand
Attitude
.72
.69***
Behavioral
Intentions
.48
.67***
.39***
Negative
Emotions
χ2(df)=140(29); CFI=.91, GFI=.91, IFI=.91, NFI=.89
***p<.001
Study 7 – Nomological Validity




This final study involved a proposed series of relationships between
advertising evoked personal nostalgia and its antecedents and
consequences.
Antecedents: Nostalgia proneness, loneliness, brand loyalty.
Consequences: Perceived social support, brand bonds, and innovativeness.
The propositions:
P1: Higher levels of the consumer’s nostalgia proneness will generate more
advertising evoked personal nostalgia
P2: Higher levels of the consumer’s loneliness will generate more
advertising evoked personal nostalgia
P3: Higher levels of the consumer’s loyalty towards the focal brand will
generate more advertising evoked personal nostalgia for that brand
Study 7 – Nomological Validity

The propositions:
P4: Higher levels of advertising evoked personal nostalgia will generate
higher levels of perceived social support
P5: Higher levels of advertising evoked personal nostalgia will generate
higher levels of bonds with the focal brand
P6: Higher levels of advertising evoked personal nostalgia will generate
lower levels of consumer innovativeness
Study 7 – Nomological Validity







Data were collected from 166 consumers using an online consumer panel.
The sample contained a balanced age and gender mix.
Loyalty for the focal brand (Pepsi) was determined by asking the respondents, “Out
of the last ten times you would have had a soda, how many times did you drink
Pepsi Cola?”
Loneliness was measured using the 20-item loneliness scale developed by Russell,
Peplau and Cutrona 1980.
Nostalgia proneness was measured using the 20-item scale developed by Batcho
(1995).
The respondents were then exposed to the nostalgic Pepsi “Refresh Anthem” TV
commercial, after which they were asked to fill out the advertising personal
nostalgia intensity scale.
Perceived social support was measured with the Sarason et al.1983 scale,
innovativeness was measured using the Gielens and Steenkamp scale (2007), and
bond with the focal brand was measured using Aaker, Fournier and Brasel (2004).
38
Study 7 – Nomological Validity


Good model fit was shown using AMOS 16 (χ2(df)=51(14); CFI=.93, GFI=.94,
IFI=.94, NFI=.92).
The findings:





The path coefficients between nostalgia proneness and the four factors were .50 (past imagery), .21
(physiological reactions), .45 (positive emotions) and .11 (not significant for negative emotions).
The more that the consumer feels lonely, the more that he or she will experience past imagery,
physiological reactions and negative emotions after watching a nostalgic ad.
Past imagery and positive emotions evoked by the nostalgic ad led to higher levels of perceived social
support.
Past imagery, physiological reactions, positive emotions and negative emotions associated with
personal nostalgia enhance the bonding with the focal brand.
Higher levels of past imagery, physiological reactions and negative emotions associated with
advertising evoked personal nostalgia led to higher levels of consumer innovativeness.
39
Study 7 – Nomological Validity



Another test to the scale was to predict consumer choice of the advertised brand,
and the respondents were asked that if the research agency were to consider
offering then $5 as a gift option, would they choose a coupon for Pepsi or a gift
card for $5?
A multiple discriminant analysis was run with brand choice as the dependent
variable (1=Pepsi gift coupon, 0=choosing the non-Pepsi gift card). The four
dimensions of advertising evoked personal nostalgia intensity were included as
independent variables in the discriminant model, and the analysis showed that all
four variables had acceptable loadings on the discriminant function (greater than
.40), the Wilks Lambda was .93, and the classification index of brand choice was
71.7% which is significantly better than chance.
Finally, we tested the nomological network using the Pascal, Sprott and Muehling
92002) 10-item measure of nostalgia in place of our measure. Everything else was
kept the same in the model. The model fit was significantly worse. The
alternative measure was unable to decouple the various elements of the
nostalgic experience.
40
Figure 4 – Advertising Personal Nostalgia Intensity scale and Relationships with Other Constructs
Antecedents
Nostalgia
Proneness
Focal Construct
.50a(7.31)*
Consequences
.27(4.17)*
Past
Imagery
.21(2.95)*
.48(8.25)*
.32(4.68)*
.11(1.50)
Social
Support
.45(6.58)*
.00(.04)
Physiological
Reactions
.16 (2.35)*
.18(2.65)*
Loneliness
.29(5.50)*
.13(2.26)*
-.10(-1.47)
.36(5.22)*
Brand
Bonds
.23(3.95)*
.40(7.65)*
Positive
Emotions
.17(2.61)*
Brand
loyalty
.09(1.38)
.25(3.75)*
.10(1.62)
.26(3.94)*
-.19(-2.96)*
Negative
Emotions
Innovativeness
.22(3.67)*
.14(2.18)*
a standardized path estimates; figures in parentheses are t values; * t values significant at p<.05
41
Summary of studies undertaken
Study
1
Nature of study
Sample size
Type of
sample
Literature review
Qualitative
2
Quantitative
5 expert
judges
3
Quantitative
190
Student
200
Nonstudent
5
6
7
Quantitative
Quantitative
Quantitative
Quantitative
Findings/Results
36 items identified from extant
literature
13 focus
groups: 58
consumers
4
Objectives
41
171
166
Nonstudent
Explore dimensions and generate list of
items
4 dimensional construct, 71 items
generated
Content validity: how well each item
represented its respective dimension and if
there were any overlaps between the items
65 items retained out of a pool of 107
EFA: Scale refinement
4 factors, 34 items retained
CFA: Dimensionality.
Acceptable reliabilities of sub-scales,
and fit with 4 factor model
Student
Convergent and discriminant validity
Acceptable results using MultitraitMultimethod technique
Nonstudent
Criterion-related validity: We expected
that the advertising evoked nostalgia
would have an impact on Aad, Ab and BI.
Path co-efficients were statistically
significant (SEM).
Nonstudent
Nomological validity: propose a series of
relationships between advertising personal
nostalgia intensity and its antecedents and
consequences.
Path co-efficients were statistically
significant (SEM).
42
Key findings and Implications

This study adds to the nostalgia literature by:




Identifying an additional factor (physiological reactions) in the
nostalgic experience
Broadening the affective component to separate both positive and
negative emotions.
Developing a reliable metric that measures all the dimensions of the
nostalgic experience
On a practical level, the scale can be used by marketers to
gauge how effective their marketing communications are in
evoking consumer nostalgia.

Trigger and measure specific aspects (emotions/past
imagery/physiological reactions) of the nostalgia evoked by advertising
Key findings and Implications


Advertising research has moved away from looking at whether an
advertisement “is liked” toward looking at how an advertisement “engages”
consumers.
One way to engage the consumer is to make the advertising content
personally relevant to them by invoking situations or events that the
consumer his/herself has experienced in the past (i.e., through personal
nostalgia).