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Nostalgia in Marketing


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Nostalgia in Marketing

  1. 1. Nostalgia in Marketing Overview
  2. 2. “ 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) “
  3. 4. Why Nostalgia in Advertising? <ul><li>Particularly true in time of economic uncertainty. </li></ul><ul><li>When we think of the past, we always remember the good moments. </li></ul><ul><li>In every societies there are always groups of the population who support nostalgia. </li></ul><ul><li>Marketers tend to use the same images and ideas because it is less costly and risky than invent new ones (cash cows). </li></ul>
  4. 5. Nostalgia – Products and Services
  5. 6. Nostalgia – Products Cars BMW (MINI) and VW (Bug/Beetle)
  6. 7. Nostalgia – Products Music (One night in Bangkok - Murray Head 1985 - Vinylshakerz 2004 ) Games (Super Mario Brothers, Grand Theft)
  7. 8. Nostalgia – Products Movies/Comics (Transformers, Batman ,Spider Man, Captain America)
  8. 9. Nostalgia – Products Sports (Jerseys)
  9. 10. Nostalgia – Products <ul><ul><li>Nike Vintages Adidas Originals </li></ul></ul>
  10. 11. Nostalgia – Products <ul><ul><li>Converse Batman Collection </li></ul></ul>
  11. 12. Nostalgia – Services Horse Carriage <ul><ul><li>Local food support </li></ul></ul>
  12. 13. Nostalgia from a scientific perspective Thinking of past turns out to be always positive.
  13. 14. <ul><ul><li>Muehling and Sprott </li></ul></ul><ul><ul><li>Kodak Nostalgia Test </li></ul></ul>
  14. 15. <ul><ul><li>Increased emotional engagement </li></ul></ul><ul><ul><li>The ad itself to be viewed more favourably </li></ul></ul><ul><ul><li>Increased brand retention and perception </li></ul></ul><ul><ul><li>Also increased Negative thoughts </li></ul></ul><ul><ul><li>Nostalgic emotions are “ borrowed ” in advertisements, not “ transferred ” </li></ul></ul>Research on Nostalgia Research suggests that Nostalgia causes
  15. 16. Advantages <ul><li>Remembering the past evokes positive feelings. </li></ul><ul><li>Makes people feel younger. </li></ul><ul><li>Taking advantage of existing brand equity. </li></ul><ul><li>Familiarity. </li></ul><ul><li>Cost-effectiveness. </li></ul><ul><li>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 </li></ul>
  16. 17. Disadvantages <ul><li>There is some risk of recalling negative associations </li></ul><ul><li>Advertisements encouraging the retrieval of autobiographical memories may make product-related thoughts less accessible. </li></ul><ul><li>Certain nostalgic advertisements may alienate different target groups </li></ul>
  17. 18. References <ul><li>Holbrook, M 1993, ‘Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes‘, Journal of Consumer Research, vol.20, no.2. </li></ul><ul><li>Holbrook, M Schindler, R 1991, ‘Echoes of the Dear Departed Past: Some Work in Progress on Nostalgia ‘, Advances in Consumer Research, vol.18 </li></ul><ul><li>Havlena, W. & Holak, S. (1991) The Good Old days&quot;: Observations On Nostalgia and Its Role In Consumer Behavior. Advances in consumer research. 18(1) 323-329 </li></ul><ul><li>Muehling, D. & Sprott D. (2004) The Power of Reflection: An Empirical Examination of Nostalgia Advertising. Journal of Advertising. 33( 3) 25-35 </li></ul><ul><li>Nettleton, K Lovell, C 2008, ‘ Why are nostalgia brands returning ‘, Campagin (UK), 5/30/2008, Issue 21, p. 10. </li></ul>
  18. 19. Thank you for your attention!
  19. 20. 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