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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