Children Toy’s Brands : the effects of nostalgia appeals on purchase preference and gift giving

• Autor(a) principal: Martins, Francisca Pereira
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/26897
• topic: Nostalgia; Social distance; Toys; Children; Preference; Consumer behaviour; Distância social; Brinquedos; Crianças; Preferência; Comportamento do consumidor; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Nostalgia is defined as an intense affective emotion based on a deep feeling of discontinuity regarding a specific period of one’s past. In marketing context, the evocation of such emotion was proven by several authors to increase purchase intensions, loyalty and shape brand preference when people are choosing a product for their own. The present dissertation aims to assess if the same favourable pattern of attitudes towards brands arise when the nostalgia appeals regard children toys’ brands. Considering that in this market there are, often, two decision making agents (as the buyers are not the actual users of the toys) we further propose that the nostalgia marketing research and its effects on consumers can be extended to gift-giving, mediated by a lower social distance regarding the toy’s receiver. The findings made through this study’s results support the proposed theoretical framework. We can observe a reinforcement in the attitudes, loyalty, purchase likelihood and choice towards nostalgic toys, when the individuals are, both, stimulated by nostalgia appeals and assigned the mission to purchase a gift to their offspring. Contrarily, when participants are encouraged to focus their thoughts on the present and should offer a toy to their co-workers’ child our results indicate a slope of the previous variables to the most recent toy.