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Nostalgia in Marketing

Nostalgia in Marketing



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    Nostalgia in Marketing Nostalgia in Marketing Presentation Transcript

    • Nostalgia in Marketing Overview
    • “ Definition Nostalgia refers to a longing for the past, a yearning for yesterday, or a fondness for possessions and activities associated with days of yore (Holbrook, 1993 ) A preference (general liking, positive attitude) toward objects (people, places, things) that were more common (popular, fashionable) when one was younger (in early adulthood, in adolescence, in childhood) (Holbrook, 1991) “
    • Why Nostalgia in Advertising?
      • Particularly true in time of economic uncertainty.
      • When we think of the past, we always remember the good moments.
      • In every societies there are always groups of the population who support nostalgia.
      • Marketers tend to use the same images and ideas because it is less costly and risky than invent new ones (cash cows).
    • Nostalgia – Products and Services
    • Nostalgia – Products Cars BMW (MINI) and VW (Bug/Beetle)
    • Nostalgia – Products Music (One night in Bangkok - Murray Head 1985 - Vinylshakerz 2004 ) Games (Super Mario Brothers, Grand Theft)
    • Nostalgia – Products Movies/Comics (Transformers, Batman ,Spider Man, Captain America)
    • Nostalgia – Products Sports (Jerseys)
    • Nostalgia – Products
        • Nike Vintages Adidas Originals
    • Nostalgia – Products
        • Converse Batman Collection
    • Nostalgia – Services Horse Carriage
        • Local food support
    • Nostalgia from a scientific perspective Thinking of past turns out to be always positive.
        • Muehling and Sprott
        • Kodak Nostalgia Test
        • Increased emotional engagement
        • The ad itself to be viewed more favourably
        • Increased brand retention and perception
        • Also increased Negative thoughts
        • Nostalgic emotions are “ borrowed ” in advertisements, not “ transferred ”
      Research on Nostalgia Research suggests that Nostalgia causes
    • Advantages
      • Remembering the past evokes positive feelings.
      • Makes people feel younger.
      • Taking advantage of existing brand equity.
      • Familiarity.
      • Cost-effectiveness.
      • Doesn’t have to be product-specific. Image should evoke positive and warm feelings, even though it doesn`t have anything in common with the product
    • Disadvantages
      • There is some risk of recalling negative associations
      • Advertisements encouraging the retrieval of autobiographical memories may make product-related thoughts less accessible.
      • Certain nostalgic advertisements may alienate different target groups
    • References
      • Holbrook, M 1993, ‘Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes‘, Journal of Consumer Research, vol.20, no.2.
      • Holbrook, M Schindler, R 1991, ‘Echoes of the Dear Departed Past: Some Work in Progress on Nostalgia ‘, Advances in Consumer Research, vol.18
      • Havlena, W. & Holak, S. (1991) The Good Old days": Observations On Nostalgia and Its Role In Consumer Behavior. Advances in consumer research. 18(1) 323-329
      • Muehling, D. & Sprott D. (2004) The Power of Reflection: An Empirical Examination of Nostalgia Advertising. Journal of Advertising. 33( 3) 25-35
      • Nettleton, K Lovell, C 2008, ‘ Why are nostalgia brands returning ‘, Campagin (UK), 5/30/2008, Issue 21, p. 10.
    • Thank you for your attention!
    • Group Presentation: IMC Latrobe University, Semester 2, 2011 Emmaly Ioannidis Caroline Fourtier Torsten Tellkamp David Sandoval Ken Thorsteinsson Ben Thompson Date: 19 th August 2010