Nostalgic Charity Appeals: Moderating Effect of Mood, Beneficiary, and Childhood Icons

Kathryn LaTour, Cornell University, USA
Altaf Merchant, University of Washington-Tacoma, USA
John Ford, Old Dominion University, USA
Michael LaTour, Cornell University, USA
Nostalgic appeals are often used to remind consumers of the emotional bond they have with a company as a means to elicit charitable donations. In three studies we investigate the effectiveness of nostalgic appeals on donations by investigating three moderating factors: mood, connection to beneficiary, and importance of childhood icons.
[ to cite ]:
Kathryn LaTour, Altaf Merchant, John Ford, and Michael LaTour (2012) ,"Nostalgic Charity Appeals: Moderating Effect of Mood, Beneficiary, and Childhood Icons", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 32-36.