The effects of aging on nostalgia in consumers' advertisement processing
Abstract
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 that evoke familiarity and positive attitudes, which, in turn, facilitates the intention to purchase. Nostalgic predispositions and sensitivity to nostalgic triggers increase with age. This tendency was higher among men than among women. We proposed a model of nostalgia based on frequent repetition in the past and a long time‐lag between the nostalgia‐inducing event and the present.
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In Eastern cultures, nostalgia is triggered by loneliness, food, and cold temperatures in China, and by adverts in China and Japan.
“Some of the above fi ndings have been replicated in Eastern cultures. For example, nostalgia is triggered by loneliness (Zhou et al., 2008, 2021), food (Zhou et al., 2019), and cold temperatures (Zhou et al., 2012) in China, as well as by adverts in China (Zhou et al., 2012) and Japan (Kusumi et al., 2010).”
From Nostalgia across cultures (2022) · cites this paper as Kusumi et al., 2010
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Cites
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Pancultural nostalgia: Prototypical conceptions across cultures.
Hepper, E. G., Wildschut, T., Sedikides, C., Ritchie, T. D., Yung, Y.-F., Hansen, N., Abakoumkin, G., Arikan, G., Cisek, S. Z., Demassosso, D. B., et al. (2014) · Emotion · doi:10.1037/a0036790 · Cited by 237 · see citing works
Self-citationSedikides, C., & Wildschut, T. (2022) · Journal of Pacific Rim Psychology · doi:10.1177/18344909221091649 · Cited by 76 · see citing works
Chang, J., Lin, S. H.-H., & Wu, L.-S. (2022) · British Food Journal · doi:10.1108/bfj-04-2021-0387 · Cited by 30 · see citing works
- Authors
- KUSUMI, T., MATSUDA, K., & SUGIMORI, E.
- Venue
- Japanese Psychological Research
- Publisher
- Wiley
- Published
- 2010-09
- Volume
- 52
- Issue
- 3
- Pages
- 150-162
- ISSN
- 0021-5368
- 1468-5884
- Cited by
- 25
- References
- 2
- Language
- en
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