Nostalgic advertising: managing ambivalence to make it work
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 29 March 2019
Issue publication date: 26 April 2019
Abstract
Purpose
The purpose of this paper is to study the affective outcome of ambivalent nostalgia through use of executional variables, develop a framework linking nostalgia (through affect) and consumers’ cognitive processing, and explain the relationship of nostalgia with self-brand connection (SBC) and willingness to pay a premium (WTPP) through a mediator, cognitive processing.
Design/methodology/approach
This research is based on two experiments. In study 1, students were shown a nostalgic ad paired with a vignette to manipulate “past–present contrast.” In study 2, positive and negative moods were induced and an informative nostalgic ad was shown to measure processing styles and SBC and WTPP; this was followed by mediation analysis.
Findings
The findings are as follows: first, “Past–present contrast” can reduce the negative affect in nostalgia, making it less ambivalent; second, positive (negative) affect leads to top-down (bottom-up) processing; third, SBC and WTPP are higher when top-down processing is used; and, fourth, processing style is a mediator between affect and SBC/WTPP.
Practical implications
Managers may use the “good past, good present” scenario to mitigate negative affect in nostalgia. Nostalgic ads may be used by brands that want consumers to pay a price premium, have a strong SBC and when they want consumers to use top-down processing.
Originality/value
This paper demonstrates how to reduce ambivalence and associate brands with positive affect in nostalgia, and gain SBC and WTPP; the mediating role of cognitive processing in the relationship of nostalgia with SBC and WTPP is delineated.
Keywords
Citation
Srivastava, E., Maheswarappa, S.S. and Sivakumaran, B. (2019), "Nostalgic advertising: managing ambivalence to make it work", Marketing Intelligence & Planning, Vol. 37 No. 3, pp. 284-297. https://doi.org/10.1108/MIP-04-2018-0127
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited