Effects of nostalgic messages on ad persuasiveness: a meta-analysis

被引：7
作者：
Cheng, Ying [1 ]
Yan, Xiaodi [2 ]
机构：
[1] Calif State Univ San Bernardino, Dept Management, 5500 Univ Pkwy,JB-461, San Bernardino, CA 92407 USA
[2] China Univ Polit Sci & Law, Guangming Sch Journalism & Commun, Beijing, Peoples R China
来源：
INTERNATIONAL JOURNAL OF ADVERTISING | 2023年 / 42卷 / 02期
关键词：
Nostalgia; meta-analysis; persuasion; advertising; GOOD OLD DAYS; EVOKED NOSTALGIA; EMIC SCALE; CONSUMER; RESPONSES; CONSEQUENCES; ATTITUDES; IMAGERY; CONSUMPTION; MECHANISMS;
D O I：
10.1080/02650487.2022.2064593
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This meta-analysis examined the effectiveness of nostalgic messages on ad persuasiveness. Based on 23 articles (31 studies, 39 pairs of comparisons, N = 5814), this study found that nostalgic messages (compared to non-nostalgic messages) have a positive, small effect on persuasion (r = .19, SE = .02, 95% CI [.15, .24], p < .001). Additionally, the effect of nostalgic messages tended to be stronger if (1) the advertised product was high in hedonic values and (2) a link between the brand/product and personal memories was present. Implications, future directions and limitations are also discussed.
引用
收藏
页码：263 / 287
页数：25
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