nostalgia in marketing
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: 19th August 2010