The influence of life satisfaction on nostalgic advertising and attitude toward a brand

Abstract

Nostalgic advertising has become a popular means for advertisers to reach their consumers. A viewer's life satisfaction is an important factor that may influence the effect of nostalgic advertising. Positive life satisfaction is an important determinant of nostalgic advertising receptivity. Thus, the present study builds a model for the relationships among life satisfaction, nostalgic advertising, emotional response toward a brand, ad attitude and purchase intention. Life satisfaction was identified as an antecedent variable for evoked nostalgia. In addition, emotional response to the advertised brand was shown to be an important predictor of purchase intent. The findings provide insightful implications for marketers and advertisers by identifying meaningful relationships between life satisfaction and nostalgic advertising.

Keywords::

• life satisfaction
• nostalgic advertising
• emotional response
• purchase intent

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

^1. Email: [email protected]

^2. Email: [email protected]

^3. Email: [email protected]

Additional information

Notes on contributors

Ilyoung Ju

Ilyoung Ju is a doctoral student in the College of Journalism and Communications at the University of Florida. His research interests include nostalgic advertising, reminiscence bump effect, emotional responses, and social media advertising.

Jong Woo Jun

Jong Woo Jun is an associate professor in the School of Communications, Dankook University, South Korea. He earned his Ph.D. degree in the Department of Advertising at the University of Florida. His research interests include consumer culture, media art advertising, and entertainment marketing from the international perspective.

Naa Amponsah Dodoo

Naa Amponsah Dodoo is a doctoral student in the College of Journalism and Communications at the University of Florida. Her research focuses on consumer psychology and behavior on social media, social media marketing and social marketing.

Jon Morris

Jon Morris (Ph. D., Mass Communication, 1985, University of Florida) is the developer of the AdSAM® measure of emotional response and a professor at the University of Florida. He conducts academic research that focuses on emotional response and social media advertising.