The contradictory effects of nostalgic advertisements on nostalgia for products and on remembering advertisements1

The effect of nostalgic advertising

Bibliographic Data

ID19277369
AuthorsEriko Sugimori (0000-0003-0748-0660, The University of Tokyo, corresponding author), Ken Matsuda (0000-0003-2955-5627, Yamaguchi University), Takashi Kusumi (0000-0001-7968-2304, Kyoto University of Education)
Year2011
Volume53
Issue1
Pages42-52
Publication date2011-03-01
Open AccessYes
TypeARTICLE
VenueJapanese Psychological Research (JOURNAL)
Journal identifiersISSN: 0021-5368 • E-ISSN: 1468-5884
PublisherWiley (PUBLISHER • GB)
DOI10.1111/j.1468-5884.2010.00454.x
OpenAlexW1607255502
LanguageEN
References cited18

Our purpose was to investigate the relationships between the names of items that easily evoke nostalgic feelings and nostalgic advertisements from the perspective of nostalgia for the names of these items and from the perspective of source monitoring. We measured the effect of nostalgia on source monitoring and whether the names of items evoked nostalgic feelings when they were presented alone. We found that, from the perspective of the nostalgic feelings, we directly demonstrated that the names of articles that easily evoke nostalgic feelings are more likely to evoke nostalgia when they are presented with nostalgic advertisements than when they are presented with non-nostalgic advertisements. From the perspective of source monitoring, we revealed that nostalgic advertisements are more forgettable than non-nostalgic advertisements when they present the names of articles that easily evoke nostalgic feelings

Advertising · Aesthetics · Art · Feeling · Perspective (graphical) · Visual arts · Consumer Behavior in Brand Consumption and Identification · Media, Gender, and Advertising · Nostalgia and Consumer Behavior · Psychology · Social Psychology

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