|Author's Email Address
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|Type of Document
||Product or Brand? Influences of Ad Focus and Thinking Style on Type of Nostalgia in Advertising Effects|
|Date of Defense
||consumer thinking style
||Nostalgia has been defined as “the consumer’s attitude toward the past”. Studies have indicated that nostalgia advertising is more effective than the non-nostalgia advertising. This research mainly proposes the influence of two types of nostalgia (historical vs. personal) and simultaneously examines the impacts of ad focus and consumer individual differences on thinking style on ad effects.|
The present study uses experimental design with a 3 (nostalgia advertising: personal nostalgia vs. historical-nostalgia vs. non-nostalgia) x 2 (ad focus: product vs. brand) x 2 (consumer’s thinking style:rational vs. intuitive) factorial design. Six different scenarios are established through fictitious product ads. Thinking style is measured. The ad effects are measured by attitudes toward the ad, attitudes toward the brand, and purchase intentions to observe the response under different scenarios.
The study results indicate that the nostalgia ad is more effective than the non-nostalgia ad. There is an interaction effect between the type of nostalgia and ad focus. When the ad focus is product, the personal nostalgia is more effective than the historical nostalgia. Furthermore, when the ad focus is brand, the historical nostalgia is more effective than the personal nostalgia. Finally, the aforementioned interaction effect of the type of nostalgia and ad focus on ad effects is significant for consumers with intuitive thinking style, but not significant for consumers with rational thinking style.
||Yu-Chi Wu - chair|
Hsiao-Ching Lee - co-chair
Chun-Tuan Chang - advisor
Indicate in-campus at 3 year and off-campus access at 3 year.|
|Date of Submission