First Advisor
Brandon Reich
Date of Award
Spring 5-27-2024
Document Type
Thesis
Department
Business
Language
English
Subjects
Nostalgia Marketing, Advertising, Why is Nostalgia Marketing Effective, Who is Prone to Nostalgia Marketing
DOI
10.15760/honors.1534
Abstract
Nostalgia is a longstanding yet evolving concept in marketing, employed to evoke sentimental longing for the past. It is a complex emotion that can invoke warmth, happiness, sadness, and melancholy, and can be directed towards both personal memories and imaginative pasts--times and places that one has never experienced. This dual nature of nostalgia, categorized into personal and imaginative nostalgia, offers a powerful emotional appeal that marketers leverage to influence consumer behavior. Since the 1950s, the use of nostalgia in marketing has increased significantly, allowing brands to forge deep emotional connections with consumers. Despite its prevalent use, research on nostalgia's impact on consumer behavior remains fragmented and limited. This paper addresses this gap by conducting an integrative review of existing literature on nostalgia in marketing and advertising. It aims to provide a strategic framework for marketers, exploring the key questions of who, what, when, how, and why nostalgia should be used in marketing communications. By synthesizing diverse studies, this new framework offers actionable insights and guidance, enabling marketers to effectively employ nostalgia in their campaigns and create stronger consumer connections.
Rights
In Copyright. URI: http://rightsstatements.org/vocab/InC/1.0/ This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).
Persistent Identifier
https://archives.pdx.edu/ds/psu/42134
Recommended Citation
Mehdian Rad, Yasamin, "Nostalgia Marketing: An Integrative Framework" (2024). University Honors Theses. Paper 1502.
https://doi.org/10.15760/honors.1534
Included in
Advertising and Promotion Management Commons, Marketing Commons, Sales and Merchandising Commons
Comments
An undergraduate honors thesis submitted in partial fulfillment of the requirements for the degree of Bachelor of Arts in University Honors and Marketing and Advertising.