Managing the Complexity of Nostalgia: a Study of Affective and Cognitive Consequences of Nostalgic Advertising Among Consumers
We suggest ways to predict the affective outcome of ambivalent nostalgia through nostalgic ad executional variables and develop a link between nostalgia and cognitive processing style. We also investigate outcomes in the form of self-brand connection and willingness to pay a premium. We conduct four studies using content analysis and experiments.
Ekta Srivastava and Satish Maheswarappa (2015) ,"Managing the Complexity of Nostalgia: a Study of Affective and Cognitive Consequences of Nostalgic Advertising Among Consumers", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 251-253.
Ekta Srivastava, Indian Institute of Management Lucknow India
Satish Maheswarappa, Indian Institute of Management Lucknow India
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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