All Nostalgic Ads Are Not Created Equal: the Influences of Nostalgic Type, Product Type, and Self-Construal

Impacts of product type and consumer self-construal are examined in nostalgic advertising. Experimental results indicate that personal nostalgia is more effective in privately-consumed product advertising, but historical nostalgia is more effective in publicly-consumed product advertising. The abovementioned results hold when interdependent self-construal is activated, not for those with independent self-construal.



Citation:

Chun-Tuan Chang, Ching-Chiao Feng, and Pei-Chi Chen (2013) ,"All Nostalgic Ads Are Not Created Equal: the Influences of Nostalgic Type, Product Type, and Self-Construal ", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 131-132.

Authors

Chun-Tuan Chang, National Sun Yat-sen University
Ching-Chiao Feng, National Sun Yat-sen University
Pei-Chi Chen, National Sun Yat-sen University



Volume

E - European Advances in Consumer Research Volume 10 | 2013



Share Proceeding

Featured papers

See More

Featured

K3. Goal or Knowledge? Exploring the Nature of Culture and its Consequential Effect

Xiaohua Zhao, Tsinghua University
Fang Wan, University of Manitoba, Canada
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University

Read More

Featured

The Experiential Advantage: A Meta-Analysis

Evan Weingarten, University of California San Diego, USA
Joseph K Goodman, Ohio State University, USA

Read More

Featured

Walking the Thin Edge: The Dark Side of Brand Communities and Collecting

Emily Chung, RMIT University
Marcia Christina Ferreira, Brunel University
daiane scaraboto, Pontificia Universidad Católica de Chile

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.