Varying levels of historical nostalgia's effects on emotions

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

A comparison of emotional responses between personal and historical nostalgia

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

A content analysis of nostalgia in advertising

Prior research has found nostalgia to be a commonly utilized and highly effective advertising appeal, significantly altering important consumer responses including cognition, emotions, attitudes, and purchase intention. While content analysis focusing on nostalgia has been conducted previously, much of this research may not be an accurate representation of the current period in time or of countries other than where the research takes place. This manuscript is a preliminary investigation which intends to revise and extend the current knowledge of nostalgic dimensions in advertising, including information on nostalgic themes utilized and product categories using the appeal

Personal vs. historical nostalgia: a division of emotions

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

A comparison of two common emotions: personal and historical nostalgia

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

Factors affecting purchase of online music in Australia

Digital Music is purchased online by an increasing number of consumers and looks set to grow. The purpose of this research is to provide an explanation of factors influencing purchase intention of the Australian consumer of online music. Such a study will help practitioners and marketing managers of online music to better develop market strategies. This research will draw upon the theoretical underpinnings of the Value Intention Framework adapted by Chu and Lu (2007) to examine the willingness of consumers purchasing online music. This model has been previously used to identify consumers in other geographic locations, for example Taiwan, but has not been tested in the Australian context. This research will be undertaken to fulfil the gap identified through previous researchers by examining a model of online music purchase behaviour in the Australian context. The findings will identify whether the perceived value of online music is a significant factor in predicting the purchaser intention of buying online music in Australia. It will also identify whether perceived benefit and perceived sacrifice effects consumers perceived value.The results of this study will facilitate understanding of what encourages and impedes the purchase intention of consumers of online music in Australia. It will afford each player within the Digital Music Value Chain a greater understanding of how to improve the purchase intentions of online music customers in Australia

Nostalgia in advertising: a content analysis

Prior research has found nostalgia to be a commonly utilized and highly effective advertising appeal, significantly altering important consumer responses including cognition, emotions, attitudes, and purchase intention. While content analysis focusing on nostalgia has been conducted previously, much of this research may not be an accurate representation of the current period in time or of countries other than where the research takes place. This manuscript is a preliminary investigation which intends to revise and extend the current knowledge of nostalgic dimensions in advertising, including information on nostalgic themes utilized and product categories using the appeal

The role of consumer fanaticism in the acceptance of brand extensions: merchandising in the video games market

In the modern marketing environment, many brands seek to expand into new markets while taking advantage of their existing brand name and resources to ensure the success of the venture. However like the introduction of any new product, success is not guaranteed and many factors must be considered when planning the introduction of a brand extension. Aaker and Keller (1990) explain that the "perceptual fit (i.e., whether a "consumer perceives the new item to be consistent with the parent brand") is a key element in predicting brand extension success" for a number of reasons including "that the transfer of perceived quality of a brand will be enhanced when the two product classes in some way fit together" (Aaker and Keller. 1990, 29). One group of consumers which would be thought to respond more positively towards brand extensions is fanatics as this type of consumer have a wish to acquire products related to their area of fanaticism and often exhibit extraordinary devotion towards a brand or product of which they are a fan. (Thorne and Bruner 2006) The video games industry is a market which has over the years grown to be one of the main sources of entertainment products in the modern marketplace and is only now reaching maturity. This is a market in which consumer fanaticism is prevalent and in which merchandise is regularly produced to tie in with existing video games/game franchises (i.e. brand extensions). This study explores the effect which fanaticism has on the acceptance of brand extensions with differing levels of parent brand congruency by video game fans. Respondents were asked to specify their favourite game from the last five years and to apply questions relating to fanaticism and hypothetical brand extensions to that particular game. Three products were chosen as brand extensions in; a video game controller/gamer keyboard, a beanbag and a pair of shoes. These were intended to represent products of high, medium and low parent brand congruency, respectively. However final results indicated that there was not a significant difference between respondents' ratings of the beanbag and the shoes and so both were used to represent low congruency products. Respondents were split into two groups; group1 being 'low fans' exhibiting a relatively low level of fanaticism towards video games and group2 being 'high fans' exhibiting a relatively high level of fanaticism towards video games. The ratings given by these two groups in relation to the three products were then compared and it was found that, the high fans gave consistently higher ratings to all three products in terms of congruency and purchase intention than the low fans. In many cases the high fans ratings were significantly higher than that of the low fans. The ratings were then compared between the products with the most interesting finding relating to the differences in respondents' ratings of purchase intention. It was found that while in relation to parent brand congruency; the high fans almost always gave significantly lower ratings to the low congruency products than the low fans gave to the high congruency product, there was no significant difference between the purchase intention ratings given by the high fans to the low congruency products and those given by the low fans to the high congruency product. This result suggests that while congruency was a consideration in this case, the level of fanaticism exhibited by a particular target market must also be examined when planning the introduction of a new brand extension

Away from "unified nostalgia": conceptual differences of personal and historical nostalgia appeals in advertising

Studies suggest that nostalgia can be split into two distinct forms; Personal and Historical nostalgia. This research explores these varieties of nostalgic appeal and, based on literature, proposes differing effects these variations may have on the important consumer behaviour responses of cognition, emotions, attitudes, and purchase intentions. A review of the literature suggests that significant differences will exist dependent on the type of nostalgic appeal being used. The call for scales to test these appeals independently of one another is also made. Finally, this evidence suggests that treatment of nostalgia as a 'unified' concept may be inaccurate in predicting true consumer responses and future studies should treat the two types as separate appeals if rigor is to be suggested

Personal and historical nostalgia - a comparison of common emotions

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