Meeting Details

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How Strong Is The Pull Of The Past?

July 9, 2014
1:00–2:00pm ET

Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic, but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia is multi-dimensional: past imagery, positive emotions, negative emotions and physiological reactions. It has a positive impact on attitudes towards the advertisement, bonding with the focal brand and brand choice. Nostalgic advertisements work better than non-nostalgic advertising, even among less loyal consumers, but they need to evoke images from the past; conjure up positive emotions and physiological reactions; and curtail the negative emotions associated with nostalgia.
Join this webcast to gauge how effectively the advertisement evokes the various dimensions of nostalgia.
John B. Ford – Professor of Marketing and International Business, Old Dominion University
Kathryn LaTour – Associate Professor of Services Marketing, Cornell University
Michael S. LaTour – Visiting Professor and Editor, Services Marketing, Cornell University
Altaf Merchant – Associate Professor, University of Washington, Tacoma

Free for ARF members!


How Strong Is The Pull Of The Past?
July 9, 2014


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