The influencing factors of past memories, age, gender, nostalgia proneness and consumer’s affective state on nostalgic-themed ads effectiveness

• Autor(a) principal: Pinote, Ana de Noronha
• 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/10071/18990
• topic: Marketing; Consumer behaviour; Advertising; Nostalgia in advertisements; Marketing; Comportamento do consumidor; Publicidade; Nostalgia em anúncios; Estratégias de marca; Memória; Saudade; Portugal

Nostalgia is an increasing trend in today’s marketing sphere. In an era of impersonal digital media, building relationships and connections through nostalgia is a simple way for companies to leverage the optimistic feelings of remembering and reliving past experiences and memories. Associating brand message with positive references from the 90s, 80s or 70s, humanizes brands, bringing past and present together. Despite the growing tendency of nostalgia being seen as a marketing solution, the actual impacts of nostalgia in the marketing field have yet to be explored. Therefore, the aim of this dissertation is to enlighten the influence of past memories, age, gender, nostalgia proneness and a consumer’s affective state, in nostalgia-themed advertisement’s effectiveness within the Portuguese population. This dissertation’s research was conducted through a wide-ranging study of related literature and empirical research. The empirical research was carried out through both quantitative and qualitative methods. A sequential framework was developed based on the literature review, displaying the assumed interrelation between the items. These interrelations were later on tested in the empirical research. The findings revealed that past memories and age influence a consumer’s response to nostalgic advertisement. Additionally, gender, nostalgia proneness and a consumer’s affective state, do not significantly influence the consumer’s response to nostalgic advertisements. In order to successfully use nostalgic advertisements in marketing campaigns, managers must first understand how past memories and age influence consumers. Only then can an advertisement be designed in a way that is relatable to the targeted audience.