Remembering the good old days: : The moderating role of consumer affective state on the effectiveness of nostalgic advertising

• Autores: Guangzhi Zhaoa, Ioannis Kareklas, Darrel D. Muehling
• Localización: Journal of advertising, ISSN 0091-3367, Vol. 43, Nº 3, 2013, págs. 244-255
• Idioma: inglés
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• Resumen

  • Employing different experimental priming procedures and advertising treatments across two studies, we examine the moderating role of consumer affective state on individuals� responses to nostalgic and nonnostalgic advertising. Consistent with hypothesized expectations, our findings indicate that when consumers are in a positive affective state they respond more favorably (i.e., report more positive memories and favorable brand-related responses) to nostalgic (versus nonnostalgic) ads. In contrast, one's negative affective state appears to play a limited role in affecting responses between ad types. The theoretical implications of these findings as they relate to nostalgic advertising effects are discussed, and recommendations for advertising practitioners are offered.