A comparison of two common emotions: personal and historical nostalgia

This research examines the differences in emotional responses of 806 respondents experiencing Personal or Historical Nostalgic reactions to advertising appeals using an experimental research design. Five emotions common to both conditions are revealed and significant changes in intensity of these emotions are examined. As hypothesized, Upbeat / Elation, Loss / Regret, and Warm / Tender related emotions are significantly more intense under the Personal Nostalgic condition compared to the Historical. However, Negative / Irritation and Serenity / Calm related emotions did not significantly alter. This research highlights the need to treat Nostalgia as two separate appeals and provides insight useful to practitioners about consumer's reactions to each specific appeal. It also suggests the need for future research into Personal and Historical Nostalgia's effect on various other consumer behavior responses

A content analysis of nostalgia in advertising

Prior research has found nostalgia to be a commonly utilized and highly effective advertising appeal, significantly altering important consumer responses including cognition, emotions, attitudes, and purchase intention. While content analysis focusing on nostalgia has been conducted previously, much of this research may not be an accurate representation of the current period in time or of countries other than where the research takes place. This manuscript is a preliminary investigation which intends to revise and extend the current knowledge of nostalgic dimensions in advertising, including information on nostalgic themes utilized and product categories using the appeal

Personal vs. historical nostalgia: a division of emotions

While previous studies have explored emotions in nostalgia in a "unified" view, a distinction between the emotions that may occur resulting from the specific type of nostalgia experienced has not been made. This study examines emotional responses of 806 respondents experiencing Personal or Historical Nostalgia with an experimental research design. Although some emotions are common between the groups some distinctly different emotions are found as a result of the type of nostalgia experienced. This research assists in clarifying the difference in respondent's reactions to the two nostalgic types and supports the postulation that the two appeals are distinctly different

A comparison of emotional responses between personal and historical nostalgia

This research examines the differences in emotional responses of 806 respondents exposed to Personal or Historical Nostalgic advertising appeals using experimental research design. Five emotions common to both conditions are revealed and significant changes in intensity of these emotions are explored. As hypothesised, emotions are significantly more intense under the Personal Nostalgic condition compared to the Historical, although not in all five emotion components. This research highlights the need to treat Nostalgia as two separate appeals and provides insight useful to practitioners about these distinct reactions. It also suggests the need for future research into Personal and Historical Nostalgia?s effects

Varying levels of historical nostalgia's effects on emotions

This research examines changes in emotions of 292 respondents exposed to advertising and experiencing varying intensities of Historical Nostalgia. Five emotions related to Historical Nostalgia are examined under "low, mid, and high" intensity groups. In four of the emotions an increase in Historical Nostalgia significantly altered the level of emotions experienced, with the fifth a borderline result. This indicates the ability of Historical Nostalgia to effect emotions. Previous studies have empirically tested Historical Nostalgia independent from other forms of nostalgic appeal. As such, previous unknown knowledge as to how Historical Nostalgia at varying intensity levels influences respondent?s emotions is revealed

Nostalgia in advertising: a content analysis

Prior research has found nostalgia to be a commonly utilized and highly effective advertising appeal, significantly altering important consumer responses including cognition, emotions, attitudes, and purchase intention. While content analysis focusing on nostalgia has been conducted previously, much of this research may not be an accurate representation of the current period in time or of countries other than where the research takes place. This manuscript is a preliminary investigation which intends to revise and extend the current knowledge of nostalgic dimensions in advertising, including information on nostalgic themes utilized and product categories using the appeal

Factors affecting purchase of online music in Australia

Digital Music is purchased online by an increasing number of consumers and looks set to grow. The purpose of this research is to provide an explanation of factors influencing purchase intention of the Australian consumer of online music. Such a study will help practitioners and marketing managers of online music to better develop market strategies. This research will draw upon the theoretical underpinnings of the Value Intention Framework adapted by Chu and Lu (2007) to examine the willingness of consumers purchasing online music. This model has been previously used to identify consumers in other geographic locations, for example Taiwan, but has not been tested in the Australian context. This research will be undertaken to fulfil the gap identified through previous researchers by examining a model of online music purchase behaviour in the Australian context. The findings will identify whether the perceived value of online music is a significant factor in predicting the purchaser intention of buying online music in Australia. It will also identify whether perceived benefit and perceived sacrifice effects consumers perceived value.The results of this study will facilitate understanding of what encourages and impedes the purchase intention of consumers of online music in Australia. It will afford each player within the Digital Music Value Chain a greater understanding of how to improve the purchase intentions of online music customers in Australia

Personal and historical nostalgia - a comparison of common emotions

This research examines the differences in emotional responses of 806 respondents experiencing Personal or Historical Nostalgic reactions to advertising appeals using an experimental research design. Five emotions common to both conditions are revealed and significant changes in intensity of these emotions are examined. As hypothesized, Upbeat / Elation, Loss / Regret, and Warm / Tender related emotions are significantly more intense under the Personal Nostalgic condition compared to the Historical. However, Negative / Irritation and Serenity / Calm related emotions did not significantly alter. This research highlights the need to treat Nostalgia as two separate appeals and provides insight useful to practitioners about consumer’s reactions to each specific appeal. It also suggests the need for future research into Personal and Historical Nostalgia’s effect on various other consumer behavior responses

Uniqueness and status consumption: how luxury goods companies entice the young

This paper identifies the key antecedents and moderators with regard to willingness of consumers in the purchase of an haute couture luxury apparel brand and it?s ready to wear line. The objective of this paper is to develop a conceptual framework based on the research gaps highlighted in the literature review. The research objectives are discussed along with the theoretical background of the constructs. From here the relevant literature is used to support the development of the research model and the hypothesised relationships