||The emotion of nostalgia, defined as “a sentimental longing for the past”. Studies have indicated that nostalgia, as a positive and social emotion, have the potential to reduce the negative impact of social exclusion on empathy. This research mainly|
proposes two types of nostalgia (historical vs. personal) and examines the effects of product type and type of self-construal on nostalgia advertising.
The present study uses experimental design with a 3 (nostalgia advertising:non-nostalgia vs. historical-nostalgia vs. personal nostalgia) x 2 (product type: publicly consumed product vs. privately consumed product) x 2 (self-construal: independent self vs. interdependent self) factorial design. Twelve different scenarios are established through fictitious product ads, and 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 results indicate that the nostalgia advertising is more effective than the non-nostalgia advertising, which is consistent with previous studies. There is an
interaction effect between the type of nostalgia and product type. The personal nostalgia is more effective than the historical nostalgia in promoting a privately consumed product. Finally, when the interdependent self is activated, consumers show more favorable attitudes toward a privately consumed product promoted with personal nostalgia. In contrast, when the independent self is activated, no difference of
advertising effects between historical and personal nostalgia in public or private product consumption contexts.