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.



Citation:

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.

Authors

Ekta Srivastava, Indian Institute of Management Lucknow India
Satish Maheswarappa, Indian Institute of Management Lucknow India



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



Share Proceeding

Featured papers

See More

Featured

Penny for Your Preferences: Leveraging Self-Expression to Increase Prosocial Giving

Jacqueline R. Rifkin, Duke University, USA
Katherine Crain, Duke University, USA
Jonah Berger, University of Pennsylvania, USA

Read More

Featured

Brand’s Moral Character Predominates in Brand Perception and Evaluation

Mansur Khamitov, Nanyang Technological University, Singapore
Rod Duclos, Western University, Canada

Read More

Featured

Situation Neglect Underlies Both Psychological Myopia and Psychological Hyperopia

Sarah Wei, University of Warwick
Christopher Hsee, University of Chicago, USA

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.