Personal and historical nostalgia - a comparison of common emotions
This research examines the differences in emotional responses of 806 respondents experiencing Personal or Historical Nostalgic reactions to advertising appeals using an experimental research design. Five emotions common to both conditions are revealed and significant changes in intensity of these em...
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| Other Authors: | |
| Format: | Conference Paper |
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Recent Advances in Retailing and Services Science
2010
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/29172 |
| _version_ | 1848752733015769088 |
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| author | Marchegiani, Chris Phau, Ian |
| author2 | Harry Timmermans |
| author_facet | Harry Timmermans Marchegiani, Chris Phau, Ian |
| author_sort | Marchegiani, Chris |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This research examines the differences in emotional responses of 806 respondents experiencing Personal or Historical Nostalgic reactions to advertising appeals using an experimental research design. Five emotions common to both conditions are revealed and significant changes in intensity of these emotions are examined. As hypothesized, Upbeat / Elation, Loss / Regret, and Warm / Tender related emotions are significantly more intense under the Personal Nostalgic condition compared to the Historical. However, Negative / Irritation and Serenity / Calm related emotions did not significantly alter. This research highlights the need to treat Nostalgia as two separate appeals and provides insight useful to practitioners about consumer’s reactions to each specific appeal. It also suggests the need for future research into Personal and Historical Nostalgia’s effect on various other consumer behavior responses. |
| first_indexed | 2025-11-14T08:13:18Z |
| format | Conference Paper |
| id | curtin-20.500.11937-29172 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:13:18Z |
| publishDate | 2010 |
| publisher | Recent Advances in Retailing and Services Science |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-291722017-01-30T13:10:49Z Personal and historical nostalgia - a comparison of common emotions Marchegiani, Chris Phau, Ian Harry Timmermans advertising effectiveness advertising marketing strategy consumer behaviour This research examines the differences in emotional responses of 806 respondents experiencing Personal or Historical Nostalgic reactions to advertising appeals using an experimental research design. Five emotions common to both conditions are revealed and significant changes in intensity of these emotions are examined. As hypothesized, Upbeat / Elation, Loss / Regret, and Warm / Tender related emotions are significantly more intense under the Personal Nostalgic condition compared to the Historical. However, Negative / Irritation and Serenity / Calm related emotions did not significantly alter. This research highlights the need to treat Nostalgia as two separate appeals and provides insight useful to practitioners about consumer’s reactions to each specific appeal. It also suggests the need for future research into Personal and Historical Nostalgia’s effect on various other consumer behavior responses. 2010 Conference Paper http://hdl.handle.net/20.500.11937/29172 Recent Advances in Retailing and Services Science fulltext |
| spellingShingle | advertising effectiveness advertising marketing strategy consumer behaviour Marchegiani, Chris Phau, Ian Personal and historical nostalgia - a comparison of common emotions |
| title | Personal and historical nostalgia - a comparison of common emotions |
| title_full | Personal and historical nostalgia - a comparison of common emotions |
| title_fullStr | Personal and historical nostalgia - a comparison of common emotions |
| title_full_unstemmed | Personal and historical nostalgia - a comparison of common emotions |
| title_short | Personal and historical nostalgia - a comparison of common emotions |
| title_sort | personal and historical nostalgia - a comparison of common emotions |
| topic | advertising effectiveness advertising marketing strategy consumer behaviour |
| url | http://hdl.handle.net/20.500.11937/29172 |