11H the Difference of Consumer Responses According to Nostalgia Type
The present study compares consumer responses to advertising following historical nostalgic thinking versus personal nostalgic thinking by focusing on the fit effect of construal level between the nostalgic thinking and ad message on the evaluation of the advertised brand.
Citation:
Jeeyoon Jeong (2019) ,"11H the Difference of Consumer Responses According to Nostalgia Type", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 976-976.
Authors
Jeeyoon Jeong, Korea University, South Korea
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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