Management and Marketing

This research compares the effects of Personal and Historical Nostalgia on cognitive responses. Using an experimental research design and 806 respondents, the type, ratios, and valence of thoughts occurring when respondents experience a specific nostalgic response are examined. Both nostalgic conditions were successful in stimulating specific types of nostalgic thoughts, showing a clear distinction between the two types of nostalgia. The distinction between these types is commonly overlooked. Findings show Personal Nostalgia stimulates a more positively valenced set of thoughts compared to Historical, but also fewer brand / message and ad execution related thoughts. Comparative implications of using these two appeals are discussed.

Using experimental research design this research examines changes in emotions of 514 respondents experiencing varying intensities of Personal Nostalgia when exposed to advertising. Six emotions related to Personal Nostalgia are examined and subjects divided into three intensity groups. Mixed results are found with certain emotions significantly more prevailing under particular intensity levels, while other emotions have no significant change. Results are discussed. This research provides previously unknown insights into the particular emotions encountered by respondents experiencing specifically Personal Nostalgia as opposed to the unified view commonly taken. It also indicates the intensity of Personal Nostalgia needed to significantly affect emotions. INTRODUCTION ‘Personal Nostalgia’ is referred to as responses generated from a personally remembered past (‘the way I was’), while ‘Historical Nostalgia’ are responses generated from a time in history that the respondent did not expe...

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. INTRODUCTION While empirical studies of emotions in respondents experiencing nostalgia have been conducted, this study increases the rigor of our knowledge by examining emotions under a specific ‘type’ of nostalgia; namely Historical Nostalgia. The call for studying no...