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Nostalgia research
1. Using Nostalgic Design in
Facebook Advertising:
When is it Effective?
Spring Undergraduate Research Festival
April 9th, 2014
Presenter and Research Assistants: Yuefeng Pan, David Lam-Lu
Author: Kim Young Kyu, Jing Wang, Catherine A. Cole
2. Introduction
Nostalgia: “sentimental longing for one’s past”
Nostalgia Marketing: “Invoking misty water-colored
memories of the past to woo consumers into buying
products in the present.” (Elliott 2012).
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4. Background
Main Effect of Nostalgia:
Previous research shows that ads featuring nostalgic design
elements induce higher brand name/message recall, ad
preference and involvement than those without the
nostalgic elements (Mueling & Pascal 2012; Muehling &
Sprott 2004).
In addition, ads with nostalgic design elements are likely to
be discussed with others and eventually increase retention
of the ad message (Unger, McConocha, & Faier 1991).
Our contribution: the matching hypothesis (an
interaction effect)
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5. The Matching Hypothesis:
People who feel nostalgic are more likely to share advertising
information and form a more favorable attitude toward the
advertised product.
For people who do not feel nostalgic, whether the advertising
evokes nostalgia or not will not affect their advertising sharing
behavior or their attitude toward the advertised product.
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6. Summary of Procedures
Sample: 123 undergraduate students from Univ. of Iowa and University of British
Columbia
Female: 42.5%, Age: 17 – 35 (Avg. 20.1)
Mindset (Control vs. Nostalgia)
- Writing assignment about either; 1) Typical day
or 2) Happy holiday family event
Ad Type (Control vs. Nostalgia)
- Copy and color of images manipulated
DV1) Engagement
DV2) Attitude towards the ads
DV3) Attitude towards the product
Demographics Questions
7. Design of Experiment
Design:
2 Mindset (Nostalgic vs Control) X 2 Ad
Orientation (Nostalgic vs Control) between-Ss
160 participants were randomly assigned to
one of the four conditions.
They evaluated either a nostalgic version of
an online bike ad (with the slogan:
Remember when you learned to ride a
bike?) or a control version (with the slogan:
Do you own a steel framed bike?).
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8. Procedure
All research assistants received IRB certifications.
Each participant arrived at the lab and randomly selected a
computer to work on the study.
Participants received verbal instructions.
Participants then began the questionnaires. They were asked
to evaluate an advertisement and express their honest
opinion.
Research assistants walked around and answered questions.
Participants signed out at the end of the experiment.
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9. Mindset Manipulations:
Nostalgic Condition
Advertising Writing Study
Imagine you are interning under a creative director at an
advertising agency. The goal of your creative team is to
make a commercial, which targets college students just
like you, for your client’s new product that comes out this
holiday season. Your boss, the creative director, wants to
know about ordinary college students’ daily life. Obviously,
since you are the only college student in your team, this
will be your first assignment at the agency. Please describe
a happy holiday family event that occurred for you
sometime in the past in as much details as possible. You
will have three minutes to complete this on the next
screen.
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10. Mindset Manipulations:
Control Condition
Advertising Writing Study
Imagine you are interning under a creative director at an
advertising agency. The goal of your creative team is to
make a commercial, which targets college students just
like you, for your client’s new product that comes out this
holiday season. Your boss, the creative director, wants to
know about ordinary college students’ daily life. Obviously,
since you are the only college student in your team, this
will be your first assignment at the agency. Please describe
your typical day at college in as much details as possible.
You will have three minutes to complete this on the next
screen.
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13. Dependent Variable
How likely would you 'Share’ the AD on Facebook?
Very Unlikely Neutral Very
Likely
1 2 3 4 5 6 7
What’s your attitude toward the Ad?
Hate Neutral Favor
1 2 3 4 5 6 7
What’s your attitude toward the product?
Hate Neutral Favor
1 2 3 4 5 6 7 13
14. Study 1 Graphic Results
1.45 1.05
1.59
1.87
0.5
1
1.5
2
2.5
Control Nostalgic
SharingIntentions
Mindset
Sharing Intentions
Control Ad
Nostalgic Ad
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15. Study 2 Graphic Results
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Control Mindset
1.9556
1.1724
1.5362
1.8214
0
1
2
1 2
Engagement(Like+Share+Comment)
Control Ad Nostalgic Ad
Nostalgia MindsetControl Mindset
18. Results For Study 1
The mindset x ad orientation interaction was significant
for intentions to share with Facebook friends (F (1, 84)
= 4.40, p = .039) but contrary to the hypothesis, the
interaction was not significant for attitudes towards the
bike.
The sharing interaction occurs because nostalgic
mindset consumers are more likely to share a nostalgic
ad with Facebook friends than a non-nostalgic ad (M =
1.87 vs. 1.05; t (42) = 2.39, p = .02)
Non-nostalgic mindset consumers did not show such
difference (M = 1.45 vs. 1.59; t (42) = .50, p = .62).
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19. Future Research
Why did the matching effect occur for sharing intentions
but not for product attitude? In other words, why would
participants in the matching condition be more willing
to share the ad even though they did not like the ad /
product more than others?
One possibility: the ad has interesting, unique, or
newsworthy features that prompted sharing intentions
Another possibility: the mere fact of sharing helps
establish a favorable image of participants as the
information disseminator
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