Christopher Marchegiani

Away from “Unified Nostalgia”: Conceptual Differences of Personal and Historical Nostalgia Appeals in Advertising

Studies suggest that nostalgia can be split into two distinct forms: Personal and Historical nostalgia. This research explores these varieties of nostalgic appeal and, based on literature, proposes differing effects these variations may have on the important consumer behavior responses of cognition, emotions, attitudes, and purchase intentions. A review of the literature suggests that significant differences will exist dependent on the type of nostalgic appeal being used. The call for scales to test these appeals independently of one another is also made. Finally, this evidence suggests that treatment of nostalgia as a “unified” concept may be inaccurate in predicting true consumer responses and future studies should treat the two types as separate appeals if rigor is to be suggested.

Effects of personal nostalgic response intensity on cognitions, attitudes, and intentions

Purpose – The paper aims to examine the effect of varying intensities of personal nostalgia on cognition, attitudes, and purchase intention.Design/methodology/approach – Data were collected using convenience sampling via a self‐administered questionnaire in a large Australian university. Respondents were exposed to nostalgic cue laden advertising stimulus. A total of 514 responses were analysed. The questionnaire includes a thought collection exercise and scales to measure personal nostalgia, attitudes, and intention. Analysis of variance and multivariate analysis of variance were used to analyse the data.Findings – A number of cognitive reactions are significantly affected when moving from a low to moderate or high level of personal nostalgia. However, no significant benefit in the cognitive responses tested is achieved by moving from moderate to high levels. In contrast, attitudes and intentions improve significantly with each increase of personal nostalgia.Research limitations/implications – The paper ...

Development and validation of the Personal Nostalgia Scale

This research conducts five studies and uses 1185 respondents to develop and validate a six-item, seven-point Likert scale capable of measuring a personal nostalgia response to an advertisement. Traditional forms of scale development and a variety of experimental conditions are undertaken to develop and validate the scale. Statistical techniques include t-tests, correlation, regression, confirmatory factor analysis and a multitrait–multimethod matrix. This research fulfils a significant gap in the current knowledge as the current scales neither distinguish between the distinct types of nostalgia nor measure personal nostalgia as a response to advertising independently of other reactions. This is despite personal nostalgia being considered as a distinct form of nostalgia with a suggested differing influence on a number of important consumer behaviour responses. The scale has implications for researchers undertaking future studies exploring personal nostalgias influence on consumer behaviour reactions. Nostalgia is also a commonly used and has effective advertising appeal, and this research provides practitioners with a parsimonious instrument to measure the level of personal nostalgia experienced as a result of advertising exposure. This assists in ensuring accuracy when predicting consumer reactions.

Personal and Historical Nostalgia—A Comparison of Common Emotions

ABSTRACT This research uses an experimental research design to examine differences in the emotional responses of 806 respondents experiencing specifically personal or historical nostalgic reactions to advertising appeals. Changes in intensity of five emotions common to both reactions are examined. Upbeat/elation, loss/regret, and warm/tender emotions are significantly heightened under the personal compared with the historical nostalgic response. Negative/irritation and serenity/calm emotions are not significantly different. These results highlight the need to examine nostalgia as two separate reactions and provide insights useful to practitioners regarding emotional reactions to each form. It also suggests the need for future research into personal and historical nostalgias comparable influences on other responses.

The effect of music on consumers’ nostalgic responses towards advertisements under personal, historical and non-nostalgic conditions

This article examines the influence of nostalgic-themed music on cognitive and attitudinal responses towards advertisements with personal, historical and non-nostalgic appeals. An experimental design using a 2 (with/without music) × 3 (type of nostalgia) factorial design is used to collect data from 244 valid respondents. Participants view one of six advertisements and complete instruments revealing their thoughts and attitudes. Changes in responses between the music and non-music conditions are hypothesised and analysed. Music with only a nostalgic theme does not enhance either nostalgic type under the nostalgic conditions. Introducing music to the intended non-nostalgic condition increases personal nostalgic reactions and brand/message-related thoughts. Attitude towards the advert improves significantly under all conditions, while attitude towards the brand does not. The non-nostalgic condition proves problematic, with participants experiencing a small and unintended level of both nostalgic types. Only one piece of music and brand/product category is used. The successful indication of each distinct nostalgic response provides considerable support forfurther studies. Marketing practitioners are better informed when including nostalgic-orientated music. A predisposition to personal nostalgia is found, suggesting this is a more salient response. The improvement in attitudes provides continued support for the importance of music in advertising. Many important future research directions are supported. This is the first study to empirically test reactions resulting from the inclusion of music while taking into account personal and historical nostalgic appeals and reactions as separate constructs.