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



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