Journal of Interdisciplinary Studies in Communication and Media

Journal of Interdisciplinary Studies in Communication and Media

The Impact of Nostalgic Appeal of Advertisements on the Consumer’s Attitude and Purchasing Behavior (Case Study of Minoo Corporation)

Document Type : Research Paper

Authors
Shima Azima 1
Pejman Jafari 2
Ali Motie Nasrabadi, 3
Negar Sammaknejad 4
1 Ph.D. Candidate in Business Management, Department of Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.
2 Assistant Professor, Department of Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran. (Corresponding Author).
3 Professor, Department of Biomedical Engineering, Faculty of Engineering, Shahed University, Tehran, Iran.
4 Assistant Professor, Department of Cognitive Psychology, Institute for Cognitive and Brain Sciences, Shahid Beheshti University, Tehran, Iran.
10.22085/jiscm.2022.302273.1265
Abstract
The present study has investigated the impact of the advertising content containing personal and historical nostalgic appeal in two advertisements mediums, teaser and poster, on the attitude and purchase behaviour of the consumers. The research hypotheses were tested using the data gathered through a questionnaire distributed among 300 participants belonging to the 1980s generation. The participants were randomly divided into six groups based on 3×2 factorial design, i.e., 3 (advertisement appeal: personal, historical, and non-nostalgic conditions) × 2 (advertisement type: teaser, poster), participants were randomly divided into six groups. According to the two-way ANOVA analysis results at 95% significance level, when the advertisement type was a poster of historical nostalgia, the attitude toward advertisement was the highest. Once the advertisement was a teaser of historical nostalgia, the evoked nostalgia was the most. Besides, when the advertisement was a poster of a historical nostalgia, the purchase intention was found at the highest level. Therefore, it is concluded that teasers with historical nostalgia appeal evoke the highest nostalgia, and posters with historical nostalgia appeal generate the highest attitude toward advertisement and purchase intention. However, brand attitude does not vary significantly based on different appeals.
Keywords
Advertising
Nostalgic Appeal
Purchase Intention
Attitude toward Advertising
Attitude toward Brand
Evoked Nostalgia
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