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Abstract
Nostalgia is increasingly and successfully used as a means to attract media recipients. But what are the effects of different types of nostalgic responses through movies, songs, and video games, and how and why should they be measured? To clarify this, the personal and historical nostalgia scales questions were validated in a media context by conducting exploratory factor analysis, confirmatory factor analysis, and both regression and correlation analyses (studies 1 and 2). Thus, media researchers can now measure personal and historical nostalgia as a response to and across three different entertainment media: films, music, and video games. The author finds positive effects of personal nostalgia on entertainment media buying and word-of-mouth intentions, contrary to historical nostalgia.
Notes
1. Items Nostalgia proneness scale (Holbrook, Citation1993): “They don’t make them like they used to,” “Things used to be better in the good old days,” “Products are getting shoddier and shoddier,” “Technological change will insure a brighter future,” (reversed) “History involves a steady improvement in human welfare,” (reversed) “We are experiencing a decline in the quality of life,” “Steady growth in GNP has brought increased human happiness,” (reversed) “Modern business constantly builds a better tomorrow” (reversed; referred to In: Bruner et al., Citation2005, p. 370).
2. NIST/SEMATECH e-Handbook of Statistical Methods, Accessed July 15, 2014, http://www.itl.nist.gov/div898/handbook/.
3. German Trade Association of Interactive Entertainment Software, Accessed September 16, 2014, http://www.biu-online.de/de/fakten/marktzahlen.html
4. German Trade Association of Audiovisual Media, Accessed September 16, 2014, http://www.bvv-medien.de/presse/pdf/pdf57.pdf