The Influence of Evoked Nostalgia on Consumers' Responses to Advertising: An Exploratory Study

TLDR

Nostalgia is increasingly used in advertising, yet little research has examined its positive influence on consumers. This study examines whether ad‑evoked nostalgia affects attitudes toward the ad, brand attitudes, and purchase likelihood. Results support that nostalgia positively influences these responses, with effects mediated by attitudinal variables.

Abstract

Abstract Nostalgia (i.e., individuals' yearning for the past) has become an increasingly popular theme with advertisers and marketers. Nonetheless, little academic research has attempted to determine whether nostalgia has a positive influence on consumers. The current study addresses this situation in the context of advertising by examining whether nostalgic reactions to an advertisement affect attitudes toward the advertisement (Aad), brand attitudes (Ab) and likelihood of purchase (Lpur). The results provide support for the hypothesized relationships between ad-evoked nostalgia and consumers' responses. Further tests of the data indicated that nostalgia's effects are mediated by attitudinal (Aad and/or Ab) variables. Practical and theoretical implications, as well as directions for future research, are discussed.