Empirical Study of the Influences of Different Types of Nostalgic Advertisements on Mechanism of Action of Purchase Intention
Hongping Fei, Jianfei Hua, Rong Gong
Available Online July 2015.
- 10.2991/lemcs-15.2015.282How to use a DOI?
- Nostalgic advertising; nostalgia strength; personal nostalgia; virtual collective nostalgia; purchase intention
Nowadays nostalgic advertising is more and more widely used in academia and business as a marketing tool, which makes it worth studying how different types of nostalgic advertisings affect different age levels of consumer specifically. In this paper, an empirical research method was used and the empirical exploration was made through simulation experiment in laboratory. The results show that young people tend to prefer the virtual collective nostalgia appeal, and middle-aged people tend to prefer personal nostalgic appeal. The study has a strong academic and practical significance, which will provide a theoretical support to companies which need to develop nostalgia marketing strategies from the perspective of academic research.
- © 2015, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Hongping Fei AU - Jianfei Hua AU - Rong Gong PY - 2015/07 DA - 2015/07 TI - Empirical Study of the Influences of Different Types of Nostalgic Advertisements on Mechanism of Action of Purchase Intention BT - Proceedings of the International Conference on Logistics, Engineering, Management and Computer Science PB - Atlantis Press SP - 1416 EP - 1420 SN - 1951-6851 UR - https://doi.org/10.2991/lemcs-15.2015.282 DO - 10.2991/lemcs-15.2015.282 ID - Fei2015/07 ER -