A bewitching semblance of something to be desired: advertising nostalgia and product involvement's relative influence on attitudes and purchase intent among young adults

Abstract

Despite the recent rise of advertisements employing nostalgia, relatively few previous studies have investigated the effectiveness of nostalgic messages, especially as they might be applied to promote high- versus low-involvement products. Previous research has broadly conceptualized nostalgia without focusing on product-related or associational claims. This research used associational nostalgia where the nostalgic themes presented in the advertisements were not directly related to previous product usage. A quasi-experiment involving a convenience sample of undergraduates (n=201) in a large classroom setting was used to compare the effects of nostalgic versus non-nostalgic messages in ads for a fictitious high involvement product (laptop computer) and a fictitious low involvement product (paper notebooks). Participants were randomly assigned to one of four experimental conditions and read a single ad. Product knowledge for laptops and notebooks (and two distractor products) were measured in a pretest questionnaire; dependent measures in the posttest results were measured in terms of three dependent measures: attitude toward the ad, attitude toward the brand, and purchase intent. Additionally, because previous research has yet to determine how nostalgic advertising is most likely to be cognitively processed, open-ended cognitive response items were also included to further investigate the type of processing that is most frequently occurring. Gender was included as a possible moderating variable. The results provide mixed support for the hypothesized relationships between product involvement and nostalgic advertising themes. Findings suggest that females are particularly responsive, in terms of attitude toward the ad and attitude toward the brand, to associational nostalgic claims for the low involvement product (notebooks). Cognitive response-thought listing results suggest that when the primary thought elicited from the advertisement was nostalgic in nature, other references to the product or the ad itself decreased. Implication and practical considerations for content creators in advertising as well as future research suggestions are also discussed.