Effects of Nostalgic Advertising Through Emotions and the Intensity of the Evoked Mental Images

Silke Bambauer-Sachse, University of Fribourg, Switzerland
Heribert Gierl, University of Augsburg, Germany
In this paper we analyze effects of nostalgic versus non-nostalgic advertising through elicited emotions and the intensity of evoked mental images on consumers’ attitudes and purchase intentions. In addition, we examine if imagery instructions are helpful in the context of nostalgic advertising. We conducted two empirical studies to examine these processes. Our results show that nostalgic advertisements evoke more positive emotions and more intensive mental images than non-nostalgic advertisements which in turn affect consumers’ attitudes toward the ad and toward the product and their purchase intentions.
[ to cite ]:
Silke Bambauer-Sachse and Heribert Gierl (2009) ,"Effects of Nostalgic Advertising Through Emotions and the Intensity of the Evoked Mental Images", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 391-398.