The effects of nostalgia marketing on consumers' brand extension evaluation

초록

This study examines the effects of nostalgia marketing on consumers' evaluation of a brand extension product. In Study 1, participants who were presented with nostalgic advertisements gave more positive evaluations of the extension product than did participants who were shown advertisements without any nostalgia-evoking stimuli. In particular, in Study 2, the nostalgia effect was reinforced in participants who were primed with collective nostalgia rather than personal nostalgia. Lastly, in Study 3, the nostalgia effect on the evaluations of the extension product was more pronounced for participants who were primed with interdependent self than independent self.

키워드