Creating Nostalgic Advertising Based on the Reminiscence Bump: Emotional Response and Purchase Intent
Talk by Ilyoung Ju, Bowling Green State University, School of Media and Communications
Oplysninger om arrangementet
Tidspunkt
Sted
Zoom meeting ID 683 3980 1642
Join here: https://aarhusuniversity.zoom.us/j/68339801642
Nostalgic advertising uses images relevant to past periods in individuals' lives to market products. This study examines the reminiscence bump in a new context: reactions to nostalgic advertising. We examine the positive effect of bump year on emotional response and purchase intent using a 3 (time frame: bump advertisements, non-bump past advertisements, present-focused advertisements) × 2 (age group: Generation X, late-stage baby boomers) between-subject design. Results show that advertisements for a fictional camera brand (i.e., Optimax) that focus on a bump year (i.e., 15–24 years) have more positive emotional responses and stronger purchase intent than advertisements from either a non-bump past year or present-focused advertisements.