Empirical Study of the Influences of Different Types of Nostalgic Advertisements on Mechanism of Action of Purchase Intention

DOI

10.2991/lemcs-15.2015.282How to use a DOI?

Keywords

Nostalgic advertising; nostalgia strength; personal nostalgia; virtual collective nostalgia; purchase intention

Abstract

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.

Copyright

© 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/).

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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  -