A bewitching semblance of something to be desired : advertising nostalgia and product involvement's relative influence on attitudes and purchase intent among young adults
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Despite the recent rise of advertisements employing nostalgia, relatively few previous studies have investigated the effectiveness of nostalgic messages, especially as they might be applied to promote high- versus low-involvement products. Previous research has broadly conceptualized nostalgia without focusing on product-related or associational claims. This research used associational nostalgia where the nostalgic themes presented in the advertisements were not directly related to previous product usage. A quasi-experiment involving a convenience sample of undergraduates (n=201) in a large ...