Historical Nostalgia

He earned a PhD from McGill University. His research interests include popular culture and theology, Christian-Muslim relations, and medieval theology and philosophy. M. Paula O'Donohoe holds a BA in social and cultural anthropology and an Erasmus Mundus MA in European studies. She is finalizing her PhD on transgenerational transmission of memories of the Spanish Civil War and Franco Regime across four generations at Universidad Complutense de Madrid. Mario Panico is a lecturer and postdoctoral fellow at the University of Amsterdam and member of the Amsterdam School of Heritage, Memory and Material Culture (AHM). His research interests include difficult heritage, memory spaces, nostalgia, and representations of perpetrators at trauma sites and in museums in Europe and South America. Trauma aNd NosTalgia Mariecke van den Berg is endowed professor of feminism and Christianity at Radboud University in Nijmegen and associate professor of religion and gender at Vrije Universiteit Amsterdam. Her work is often situated at the crossroads of religious studies and theology. Lucien van Liere is associate professor in the Department of Philosophy and Religious Studies at the Faculty of Humanities at Utrecht University. His research interests are in material and discursive representations of violent conflict as well as in micro-situational analyses of violence. Bram Verhagen is currently pursuing graduate studies at Lund University and the University of Hong Kong. He holds a BSc in political science and a BSc in sociology both from the University of Amsterdam. Verhagen's research explores the intersections between migration, global politics of knowledge, and East-West dichotomies.

Combining applied art specifications to find new and creative designs 2-Directing the designer's thought to conduct further experiments of combining the techniques of handmade textiles printing and glass technology to enrich printed textile pendants with newly created aesthetic values. 3-Medical institutions need some change achieved by using printed textile hangings that help the patients to recover 4-the possibility of utilising textile in designing printed hangings with a contemporary artistic vision.

This research examines the differences in emotional responses of 806 respondents exposed to Personal or Historical Nostalgic advertising appeals using experimental research design. Five emotions common to both conditions are revealed and significant changes in intensity of these emotions are explored. As hypothesised, emotions are significantly more intense under the Personal Nostalgic condition compared to the Historical, although not in all five emotion components. This research highlights the need to treat Nostalgia as two separate appeals and provides insight useful to practitioners about these distinct reactions. It also suggests the need for future research into Personal and Historical Nostalgia's effects.

While previous studies have explored emotions in nostalgia in a 'unified' view, a distinction between the emotions that may occur resulting from the specific type of nostalgia experienced has not been made. This study examines emotional responses of 806 respondents experiencing Personal or Historical Nostalgia with an experimental research design. Although some emotions are common between the groups some distinctly different emotions are found as a result of the type of nostalgia experienced. This research assists in clarifying the difference in respondent's reactions to the two nostalgic types and supports the postulation that the two appeals are distinctly different.

This research compares the effects of Personal and Historical Nostalgia on the cognition of respondents. Using an experimental research design and 806 respondents the type, ratio, and valence of thoughts when exposed to these specific nostalgic types were collected. Both nostalgic conditions were successful in stimulating specific types of nostalgic thoughts, showing a clear distinction between the two that is commonly overlooked. Personal nostalgia was found to stimulate a more positively valenced set of thoughts compared to Historical, but it resulted in fewer brand / message, and ad execution related thoughts. Comparative implications of using these two appeals are discussed.

This research examines the differences in emotional responses of 806 respondents experiencing Personal or Historical Nostalgic reactions to advertising appeals using an experimental research design. Five emotions common to both conditions are revealed and significant changes in intensity of these emotions are examined. As hypothesized, Upbeat / Elation, Loss / Regret, and Warm / Tender related emotions are significantly more intense under the Personal Nostalgic condition compared to the Historical. However, Negative / Irritation and Serenity / Calm related emotions did not significantly alter. This research highlights the need to treat Nostalgia as two separate appeals and provides insight useful to practitioners about consumer's reactions to each specific appeal. It also suggests the need for future research into Personal and Historical Nostalgia's effect on various other consumer behavior responses.

This research examines changes in emotions of 292 respondents exposed to advertising and experiencing varying intensities of Historical Nostalgia. Five emotions related to Historical Nostalgia are examined under ‘low, mid, and high’ intensity groups. In four of the emotions an increase in Historical Nostalgia significantly altered the level of emotions experienced, with the fifth a borderline result. This indicates the ability of Historical Nostalgia to effect emotions. Previous studies have empirically tested Historical Nostalgia independent from other forms of nostalgic appeal. As such, previous unknown knowledge as to how Historical Nostalgia at varying intensity levels influences respondent’s emotions is revealed. INTRODUCTION While empirical studies of emotions in respondents experiencing nostalgia have been conducted, this study increases the rigor of our knowledge by examining emotions under a specific ‘type’ of nostalgia; namely Historical Nostalgia. The call for studying no...

Using experimental research design this research examines changes in emotions of 514 respondents experiencing varying intensities of Personal Nostalgia when exposed to advertising. Six emotions related to Personal Nostalgia are examined and subjects divided into three intensity groups. Mixed results are found with certain emotions significantly more prevailing under particular intensity levels, while other emotions have no significant change. Results are discussed. This research provides previously unknown insights into the particular emotions encountered by respondents experiencing specifically Personal Nostalgia as opposed to the unified view commonly taken. It also indicates the intensity of Personal Nostalgia needed to significantly affect emotions. INTRODUCTION ‘Personal Nostalgia’ is referred to as responses generated from a personally remembered past (‘the way I was’), while ‘Historical Nostalgia’ are responses generated from a time in history that the respondent did not expe...

Combining applied art specifications to find new and creative designs 2-Directing the designer's thought to conduct further experiments of combining the techniques of handmade textiles printing and glass technology to enrich printed textile pendants with newly created aesthetic values. 3-Medical institutions need some change achieved by using printed textile hangings that help the patients to recover 4-the possibility of utilising textile in designing printed hangings with a contemporary artistic vision.

Over the years, many theories of learning have emerged, trying to explain the various movements and behaviors of objects around us, and find the relationship between these objects and their causes. Starting from the behavioral theory that studied the human behavior, passing through the theory of prediction where a compatible result could be predicted from any single action, till reaching the Chaos Theory. As Being able to explain a number of issues that the previous scientific theories stood still without having any reason or definition for such issues, Chaos theory has attracted a great attention by its ability to find a link between disparate things, or anticipating the interrelationships among them, even if looking random, and following non-linear paths, but repeated in such an organized and nearly symmetrical way as if they were attracted back to a specific point of attraction. In an attempt to reach the seemingly invisible system of phenomena, behaviors, or movements, The Chaos...

Food provided to customers and good menus are important factor in competitiveness for the tourist destination. There is a critical contribution for food in growing tourists yield. The relevance between regional food and culture enables the promotion of cultural heritage by promoting food tourism. The objectives of this research were twofold. The first objective was to assess the extent of tourists' approval of employing the Egyptian feast foods to the menus presented in Egyptian hotels. The second goal was to explore the effect of employing Egyptian feast foods to the menus presented in Egyptian hotels on the promotion of food tourism at the Egyptian tourist destination. The research adopted a quantitive approach and used a questionnaire that was distributed to a sample of foreigner and Egyptian tourists at Luxor city. The findings revealed that Egyptian tourist and hotel establishments do not do their best to promote food tourism. Furthermore, using social media to promote Egyptian feast foods in Egyptian hotel menus can be a good way to influence tourists' conviction to include heritage foods on food menus. Another important finding of the research showed that the more the customer visit experience, the more tourists tend to heritage foods and the more to promote food tourism in the Egyptian tourist destination.

This study proposes and tests an interactional model of purchase intention where openness to experience serves as a core construct between nostalgia and purchase intention. Based on Identity Social Theory and the Big Five Model of personality traits, nostalgia and openness to experience are proposed as contextual and individual variables that are interrelated in this process. The interaction between openness to experience and nostalgia leads to buying intention behavior. In general, this model needs a moderation process where openness to experience is a crucial factor to transform the contextual resource into purchase intention behavior. The hypotheses are examined using structural Equation Modelling, based on data obtained from a self-administered survey of 273 respondents. We discuss the implication, both theoretical and practical in this study.Keywords: Nostlagia, Openness To Experience, purchase Intention, Social Identification Theory. 

Spiritual well-being plays an integral role in the reconstruction of past events. In this direction, the current study investigates how differences in individuals' spiritual well-being elicit different cognitive and emotional responses to nostalgic ads. And how such differences in spiritual well-being lead to the different purchase intention of nostalgic products. We displayed a series of old Indian ads to respondents and found spiritual well-being influenced ad-evoked nostalgia and purchase intention of nostalgic products positively. Our study contributes to a road less traveled in nostalgia marketing and necessitates marketers to consider audiences' spiritual well-being before applying nostalgic appeal.

Spiritual well-being plays an integral role in the reconstruction of past events. In this direction, the current study investigates how differences in individuals' spiritual well-being elicit different cognitive and emotional responses to nostalgic ads. And how such differences in spiritual well-being lead to the different purchase intention of nostalgic products. We displayed a series of old Indian ads to respondents and found spiritual well-being influenced ad-evoked nostalgia and purchase intention of nostalgic products positively. Our study contributes to a road less traveled in nostalgia marketing and necessitates marketers to consider audiences' spiritual well-being before applying nostalgic appeal.

Over the years, many theories of learning have emerged, trying to explain the various movements and behaviors of objects around us, and find the relationship between these objects and their causes. Starting from the behavioral theory that studied the human behavior, passing through the theory of prediction where a compatible result could be predicted from any single action, till reaching the Chaos Theory. As Being able to explain a number of issues that the previous scientific theories stood still without having any reason or definition for such issues, Chaos theory has attracted a great attention by its ability to find a link between disparate things, or anticipating the interrelationships among them, even if looking random, and following non-linear paths, but repeated in such an organized and nearly symmetrical way as if they were attracted back to a specific point of attraction. In an attempt to reach the seemingly invisible system of phenomena, behaviors, or movements, The Chaos...

Nostalgia is a powerful tool which has been used creatively by different industries around the world. It offers marketers the opportunity to differentiate their products or brands based on the nostalgic influence that their product or brand has or is perceived to have.

This research was undertaken to gain an understanding on the influence of nostalgia as a stimulus for consumer buyer decision making in South Africa as well as to concentise marketers on the possibility of using nostalgia marketing as a tool within the South African market.

The study was conducted based on an extensive review of available literature in the fields of nostalgia, consumer buyer behaviour, the South African market as well as nostalgic marketing. In addition, 65 demographically diverse individuals were interviewed during focus group sessions so as to ascertain the influence of nostalgia on consumers in South Africa. This qualitative approach allowed the study to gain in depth insight into the psyche of South African consumers based on the influence of nostalgia.

Findings were drawn and analysed to reveal the effects of nostalgia on consumer buyer behaviour. It was observed that nostalgia plays a fundamental role in buyer decisions and that nostalgia marketing has not been fully utilised by South African marketers. Recommendations were made with the hope that marketers in South Africa may use this tool to promote their brands thereby cementing brand loyalty and increasing revenue.

Factors influencing mobile shopping intention have been discussed very frequently in the literature. However, the effect of psychological reasons like loneliness on mobile shopping intention has received little attention in the consumer behaviour literature. Especially, there is a dearth of studies regarding how lonely consumers respond to mobile shopping intention when exposed to nostalgic advertising. Grounded on the Uses and Gratification Theory (UGT), this article conceptualizes that lonely consumer when exposed to nostalgic advertising may enter the flow state and eventually engage in mobile shopping. Consistent with prior literature, the authors consider four distinct dimensions of advertising-evoked personal nostalgia: past imagery, positive emotions, negative emotions, and physiological reactions. Marketers face considerable challenges when appealing to lonely consumers to engage in mobile shopping. This article provides a framework to aid marketers to successfully develop m...

Nostalgia, as both a social phenomenon and subjective experience, plays a significant role in product experience, consumer preference and human-product/brand relationships. Despite frequent mention and use, relatively little explicit knowledge of this topic has been generated in relation to design. This paper therefore investigates nostalgic experience from a design perspective. Firstly, it proposes a heuristic model for explaining the underlying process of design-evoked nostalgic experience. Secondly, in order to provide a comprehensive understanding of the experience, it analyses nostalgia from three distinct product experience levels (experience of meaning, aesthetic experience and emotional experience) and highlights the relationship between nostalgic experience and memory retrieval (explicit memory and implicit memory). It then examines the influential factors of nostalgic experience from two perspectives: (1) the user and context; (2) the product and interaction. Finally, nostalgia is placed in a wider context in relation to familiarity and novelty within the overarching research field of "Design and Memory". The ethical dimension of nostalgia is also addressed.

Nostalgia is considered one of the most important concepts affecting the polarization of tourism, as it represents a strong motivation for the tourist to choose his/her travel destination in the first place, and to repeat his/her experience in the second place. The tourist seeks to temporary escape from the present reality to find a unique experience, and to relive it again and again. Egypt has an ancient civilization and a rich heritage that gives it a competitive advantage to create a Stimulating environment for tourists' nostalgic feelings. In this context, it is a must to design a style that confirms the Egyptian identity not only in the external architectural form, but also in the interior design components of touristic hotels and resorts to make a qualitative leap in the design of Egyptian Tourism establishments. The research problem depends on searching for novel solutions to revitalize the tourism sector in Egypt especially after the coronavirus pandemic that has caused tourism stagnation around the world. Here comes the essential designer's role to link civilization, heritage and the arts together for enhancing sustainable tourism development, so the designer links the legacy of the past with the requirements of the present. The research aims to establish a design vision for hotel rooms that endures an exact Egyptian heritage feature in details as a past duplicated. The research supposes that the integration between the interior design and textile printing design for coping the interiors and textile designs of ancient Egyptian ears and simulating the historical reality, will create a concrete experience makes tourists coexist with Egyptian heritage items, lefts a deep impression in themselves, evokes satisfaction and increases their attachment with the place. The researchers innovate a design idea for a hotel room based on simulating the reality of Egyptian heritage, concerning the philosophy of nostalgia as a partial perception of research idea.

Emotions are considered as the real inner perception of a person. Emotions can never be ignored or completely eliminated from one’s life. The point of emotion like nostalgia has immense importance in our social life and the concept of nostalgia has a great shift from organizational environment to expanding marketing world. This research aimed to determine the purchase intention as outcome of nostalgic emotions of customers. This study finds the mediating effect of attachment and attitude in between nostalgic emotions and purchase intention. The data for this research was collected from the customers of Toyota and Honda motors located in two metropolitan cities of Pakistan (i.e Karachi and Lahore). The research has used non-probability sampling technique and cross-sectional research design was adopted. Furthermore, the adopted and modified questionnaire was used as survey instrument. The statistical outcomes were drawn from robust statistical technique, covariance-based structural eq...

Nostalgia is generally defined as a longing for the past, and from a marketing perspective it can be described as an emotion that drives the purchase behaviors of consumers. Companies have started to make use of the element of nostalgia in their marketing strategies more frequently in order to be more successful than their competitors in today's intensely competitive market. The aim of the study is to examine the effect of nostalgia proneness on ad-evoked nostalgia, attitude and purchase intention as well as to evaluate it with regard to the purchase decision making process of the consumer. The structural equation model was used for testing the developed hypothesis with a sample group comprised of 381 consumers. The study puts forth that sense of nostalgia has a strong effect on ad-evoked nostalgia, attitude and purchase intention. The findings of the study point out to the marketers that nostalgic signs in advertisements may have positive effects on the brand attitude and the purchase intention of the targeted groups.

Nostalgia is an ''individual's desire for the past or a liking for possessions and activities of days gone by'' (Holbrook, 1993: 245). For the past few decades nostalgia has been widely used in marketing in order to evoke positive feelings. Hence, the aim of this study is to assess the role of nostalgia proneness in the effect of brand image, corporate image, brand trust and involvement on emotional attachment. The conceptual model is tested empirically against consumers of different levels of nostalgia proneness (low/high). Additionally a comparison is made between a global and a local brand. Convenience sampling is used and data are collected from 643 consumers in Istanbul by means of face to face interviews. Multiple regression analyses is used to test the hypotheses. The results shows that all of the independent variables have statistically significant effects on emotional attachment for both levels of nostalgia proneness and for the global and the local brands. However, differences exist for the two samples (low/high nostalgia prone) and the two brands (Çamlıca and Coca Cola) regarding the most effective variables on emotional attachment.

The use of nostalgia in the marketing domain has been the subject of several researches about consumer behaviour in general and advertising in particular. This multi-faceted concept offers a better understanding of consumer behavior and brand preferences on one side, as well as a better understanding of the purchase intent. This paper discusses the nostalgia theories from different perspectives. It provides an overview of the contributions in the marketing domain for a better use of this concept by marketers.

Nostalgia Age identity TV Advertising Image Branding Consumer experience In the past few years the term nostalgia appeared to be used in a broad way in many of themes around, in media programs, through social media and many other means. TV advertisement designers use nostalgia as a design strategy to influence the emotional feelings of brands consumers. This strategy plays a role in reminding consumers with best memories they have in the past and connect the product or the service they advertise with these memories sometimes through words, songs, celebrities, costumes and traditions. Today marketers use nostalgic cues in their campaigns to attract consumers and offer products that stimulate consumers' nostalgic responses in order to positively influence consumers' behavior. The purpose of the research is to investigate how using nostalgia as a communication strategy can help TV advertisements designers to achieved the aim of the advertisements of different brands to influence the consumer behavior towards the product, and if it is a successful strategy that lead them to use it again and again in the brand advertising campaigns or not. Design/methodology/approach: The study uses an analytical design that analysis different TV advertisements campaign for different brands and services directed to the Egyptian market, and follow up the brand advertising strategy to understand if using nostalgia is a constant TV campaign designing strategy for those companies, that lead them to keep using it, due to its effect on consumer purchasing decision. Findings: that using nostalgia as a communication strategy on TV advertising design increase the link and connection between the consumer and the brand due to the influence on their emotional feeling that affect the purchasing decision of consumers, and that lead many multinational and national companies to use it for many years in its TV advertising campaigns. Using nostalgia as design strategy can be used for any brand despite the age of the target group. If this strategy was not working successfully with the company it will not keep using it in its campaigns. Originality/value-The study is based within an analytical TV advertisements framework directed to the Egyptian marketing to exam the specific experience of nostalgia and linking it to consumer's identity.

Although there has been recent interest in the measurement of advertising-evoked nostalgia, the dimensionality and generalizability of the related scales are restricted to the national/cultural boundaries of Western nations. In the present study, we develop an emic scale to measure ad-evoked personal nostalgia in an important emerging economy, India, refining and purifying the scale with seven separate studies (with a combined sample size of 1823). The resulting scale contains five dimensions: past imagery, physiological reactions, positive emotions, negative emotions and collective nostalgia. In the present study, we follow rigorous scale development procedures, and we also go beyond by comparing the effectiveness of our emic scale with a previous scale developed in France (etic), and subsequently we test our measure in another (culturally-congruent) market-Bangladesh. Our study emphasizes the need for culture-specific measures (emic), and we present important theoretical and managerial insights.

This research compares the effects of Personal and Historical Nostalgia on cognitive responses. Using an experimental research design and 806 respondents, the type, ratios, and valence of thoughts occurring when respondents experience a specific nostalgic response are examined. Both nostalgic conditions were successful in stimulating specific types of nostalgic thoughts, showing a clear distinction between the two types of nostalgia. The distinction between these types is commonly overlooked. Findings show Personal Nostalgia stimulates a more positively valenced set of thoughts compared to Historical, but also fewer brand / message and ad execution related thoughts. Comparative implications of using these two appeals are discussed.

Studies of nostalgia are one of the research subfields of recalled consumption experiences. In addition to the nostalgic recall, the consumers' remembered experiences situate in other temporal frames, a theme rarely touched in the extant research. The aim of this research was to examine the differences between nostalgic and other recalled consumption experiences by identifying and analysing the characteristics of the temporal frames. The data set for this task comprised 480 descriptions of consumers' experiences involving an everyday consumer object. An interpretive approach was utilized to analyse the temporal frames. The results of the study indicate that the wileyonlinelibrary.com/journal/ijcs

تحفل مخطوطات الأدب والتاريخ والعلوم الإسلامية بالعديد من صور وأشكال المخلوقات المركبة والغريبة، ومنها مخطوطة كتاب “عجائب المخلوقات وغرائب الموجودات للقزويني”، المزوقة بكثير من المنمنمات التي تصور كائنات غرائبية مؤلفة من أجزاء وأعضاء متنوعة وعلى صور غريبة وأشكال عجيبة، ففي الكون أسرار وألغاز يستعصي على العقل البشري فهمها والإحاطة بها جميعًا فالمشخص المدرك من موجودات وحقائق العالم ليس وحده الموجود وليس هو غاية ونهاية الخلق الرباني ولا ينفي العلم إمكانية ظهور حقائق وأشياء وكائنات أخرى غير التي نعرفها، وعليه فإن العالم الذي نعرفه ونبصره ليس هو العالم الوحيد الذي يمكن تصوره بل إن بالإمكان تصور كائنات أخرى قد تأتي على أشكال مغايرة وتراكيب مختلفة وثمة عوالم أخرى لا يمكن بلوغها وإدراكها إلا بالعقل والبصيرة النافذة.

Studies of nostalgia are one of the research subfields of recalled consumption experiences. In addition to the nostalgic recall, the consumers' remembered experiences situate in other temporal frames, a theme rarely touched in the extant research. The aim of this research was to examine the differences between nostalgic and other recalled consumption experiences by identifying and analysing the characteristics of the temporal frames. The data set for this task comprised 480 descriptions of consumers' experiences involving an everyday consumer object. An interpretive approach was utilized to analyse the temporal frames. The results of the study indicate that the wileyonlinelibrary.com/journal/ijcs

and received his MBA (1967) and PhD (1975) degrees from Columbia University. Since 1975, he has taught courses at the Columbia Business School and has conducted research covering a wide variety of topics in marketing and consumer behaviour with a special focus on issues related to communication in general and to. He received his PhD from the University of Massachusetts and has been at Rutgers since 1989. In addition to his work on the role of nostalgia and early experience in consumer preferences, he has studied the psychological effects of nine endings and other pricing techniques and the impact of consumer-to-consumer information on the internet. Abstract The recently awakened awareness of the past has produced a flurry of research directed towards understanding the nostalgic aspects of the human condition, towards investigating the role of nostalgia in the lives of consumers, and towards the application of such knowledge to the design of marketing strategies. With rare exceptions, however, such research has pursued a quantitative survey-based approach to establishing the chronology-related and personality-driven aspects of nostalgia. To explore the nature and types of nostalgic bonding in greater depth, the present study pursues an interpretive approach to understanding the role of nostalgia in the consumption experience. Specifically, it applies a collective approach to subjective personal introspection to draw inferences concerning the key types of nostalgic experience.

Nostalgia is increasingly and successfully used as a means to attract media recipients. But what are the effects of different types of nostalgic responses through movies, songs, and video games, and how and why should they be measured? To clarify this, the personal and historical nostalgia scales questions were validated in a media context by conducting exploratory factor analysis, confirmatory factor analysis, and both regression and correlation analyses . Thus, media researchers can now measure personal and historical nostalgia as a response to and across three different entertainment media: films, music, and video games. The author finds positive effects of personal nostalgia on entertainment media buying and word-of-mouth intentions, contrary to historical nostalgia.

Employing different experimental priming procedures and advertising treatments across two studies, we examine the moderating role of consumer affective state on individuals' responses to nostalgic and non-nostalgic advertising. Consistent with hypothesized expectations, our findings indicate that when consumers are in a positive affective state, they respond more favorably (i.e., report more positive memories and favorable brand-related responses) to nostalgic (vs. nonnostalgic) ads. In contrast, one's negative affective state appears to play a limited role in affecting responses between ad types. The theoretical implications of these findings as they relate to nostalgic advertising effects are discussed, and recommendations for advertising practitioners are offered.

Employing different experimental priming procedures and advertising treatments across two studies, we examine the moderating role of consumer affective state on individuals' responses to nostalgic and non-nostalgic advertising. Consistent with hypothesized expectations, our findings indicate that when consumers are in a positive affective state, they respond more favorably (i.e., report more positive memories and favorable brand-related responses) to nostalgic (vs. nonnostalgic) ads. In contrast, one's negative affective state appears to play a limited role in affecting responses between ad types. The theoretical implications of these findings as they relate to nostalgic advertising effects are discussed, and recommendations for advertising practitioners are offered.

... associated with magical meanings, thus re-enchanting a disenchanted world (Mauss, 1902 ... Csikszentmihalyi, M., Rochberg-Halton, E. (1981), The Meaning of Things: Domestic ... a reconceptualization within the framework of consumer-brand relationships", International Journal ...

This paper reports on a small scale, exploratory study into the relationships between three key concepts: nostalgia, selfconcept and brands, in the context of the automotive industry. Within a constructive research paradigm, a qualitative research instrument was deployed and a convenience sample selected to ascertain opinion and feelings on the subject. Nostalgic recall was evident for all respondents, specifically recall of distinctive vehicle shape and attributes related to certain brands. Experiences, largely with family and friends, were recounted. Links to the self-concept were identified on both the ideal and actual levels with distinct links to their nostalgic memories. Brand positioning emerged as a strong theme with specific brand attributes being identified as motivating purchase factors. Using the car as a metaphorical descriptor of the complex human psyche, respondents readily identified brands through nostalgic recall and product features. The paper concludes with suggestions on for similar studies in this area.

We investigated the triggers and functions of nostalgia in consumers' processing of television advertisements in relation to aging. Study 1 explored the contents and triggers of nostalgic experiences by requesting 451 undergraduates to write four different nostalgic descriptions (of scenes, songs, events, and commercials). An analysis of the descriptions using text mining revealed that nostalgic reactions occur in response to events that had been frequently repeated in the past and were separated from the present by a long time interval. Study 2 explored the functions of nostalgia among 737 consumers (15-65 years old) using a survey. Structural equation modeling revealed five steps in the processing of nostalgic advertisements. Aging facilitates a predisposition toward nostalgia. Highly nostalgic consumers are more sensitive to nostalgic triggers. Nostalgic triggers facilitate the retrieval of past events and memorization of advertisements evoking familiarity and positive attitudes, which, in turn, facilitate intentions to purchase.

Nostalgia implies a yearning for the past, and the feeling or mood that accompanies nostalgia has the capacity to affect preferences for possessions that generate nostalgic responses (Holak and Havlena 1998). To examine this phenomenon, we ground a dual process mode! in Social Identity Theory, which has not been applied previously to studies of nostalgic consumer behavior. Using a structural equation model, empirical results show that consumers' intentions to purchase nostalgic products are simultaneously affected by a yearning for and attitudes ahout the past. Marketing implications and future research directions are discussed.

This research provides insight into the emotions of respondents experiencing varying intensities of Personal Nostalgia. This is unique as prior research takes only a unified view of nostalgia with no distinction regarding the specific nostalgic response type. The intensity of Personal Nostalgia required to significantly influence various emotions is examined using experimental research design and 514 respondents exposed to advertising. Six emotions related to Personal Nostalgia are examined with respondents divided into three intensity groups. Mixed results occur with some emotions significantly changing under varying intensity levels, while other emotions have no significant change. Overall, reaching a high level of Personal Nostalgia is indicated as a worthwhile goal for marketers as positive emotions significantly rise.

Purpose -This paper aims to examine the effect of three levels of historical nostalgia on respondents' cognitions, attitude towards the advert, attitude toward the brand, and purchase intention. Design/methodology/approach -A total of 292 respondents exposed to broadcast-style advertising containing nostalgic cues completed a measure of historical nostalgia, a thought-collection exercise, and measures of attitudes and intention. Hypotheses are tested using ANOVA and other relevant analyses. Findings -The findings show that historical nostalgic thoughts and the valence of cognitive reactions significantly improve when respondents experience a moderate or high level of historical nostalgia compared with a low level. However, no significant benefit is evident when moving from a moderate to a high level. Brand and message-related thoughts did not significantly change. Attitude towards the brand is significantly improved only if respondents reach a high level of historical reaction. Attitudes towards the advert and purchase intentions however continue to significantly improve at each increasing level of historical nostalgia. Practical implications -Increased predictive capabilities of managers utilising historical nostalgia in the marketplace are achieved, specifically relating to consumers experiencing varying levels of historical nostalgia and the expected cognitive, attitudinal and purchase intent reactions. The study provides relevant implications for advertisers and creative directors to ensure the appropriate intensity of historical nostalgia is elicited. Originality/value -No prior empirical studies on the effect of varying levels of historical nostalgia on consumer responses have been conducted. This is the first paper to close this gap.