Document Type

Article

Publication Date

2013

DOI

10.2501/jar-53-2-150-165

Publication Title

Journal of Advertising Research

Volume

53

Issue

2

Pages

150-165

Abstract

Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated but distinct dimensions: past imagery, positive emotions, negative emotions, and physiological reactions. This multidimensional scale showed a high level of validity and reliability. Moreover, due to careful choice of sampling frames, the study demonstrates a high level of external generalizability. Evaluating nostalgia-based advertising using the study's multidimensional scale may provide marketers with strategic insights for developing and fine-tuning advertising aimed at inducing nostalgia among consumers.

Comments

Web of Science: "Free full-text from publisher."

Original Publication Citation

Merchant, A., Latour, K., Ford, J. B., & Latour, M. S. (2013). How strong is the pull of the past? Measuring personal nostalgia evoked by advertising. Journal of Advertising Research, 53(2), 150-165. doi:10.2501/jar-53-2-150-165

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