THE POWER OF REFLECTION: An Empirical Examination of Nostalgia Advertising Effects

  title={THE POWER OF REFLECTION: An Empirical Examination of Nostalgia Advertising Effects},
  author={Darrel D. Muehling and David Sprott and David Sprott},
  journal={Journal of Advertising},
  pages={25 - 35}
Despite its popularity as a desired response to advertisements, nostalgia--an individual's yearning for an idealized past--has received surprisingly little academic research attention in the advertising literature. The current study was designed to address this void by exploring thoughts and attitudinal responses of consumers exposed to nostalgic (versus non-nostalgic) advertisements. The results of our investigation suggest that nostalgic cues in advertising do indeed influence the type of… Expand
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