Consumer Chronic Affect and Persuasiveness of Nostalgia Advertising Appeals

Guangzhi Zhao, University of Kansas, USA
Darrel Muehling, Washington State University, USA
Surendra Singh, University of Kansas, USA
Junwu Chai, University of Electronic Science and Technology of China
We propose the relative effectiveness of nostalgia advertising will be moderated by viewers’ chronic affective state. Specifically, for viewers who are high on chronic positive affective state, nostalgia advertising will be more persuasive (in term of attitude toward ad, brand, and purchase intention) than non-nostalgia advertising; whereas for viewers who are low on chronic positive affective state, nostalgia advertising will not be more persuasive than non-nostalgia advertising. Enhanced persuasion of nostalgia advertising was mediated by positive emotion evoked after exposing to the ad. Our hypothesis was strongly supported by an experimental study. Implications to nostalgia advertising were discussed.
[ to cite ]:
Guangzhi Zhao, Darrel Muehling, Surendra Singh, and Junwu Chai (2011) ,"Consumer Chronic Affect and Persuasiveness of Nostalgia Advertising Appeals", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.