The use of nostalgia as an emotional advertising appeal has been pushed by numerous trade publications as a highly effective and persuasive advertising tactic. The result is that we see nostalgic themes in many advertising campaigns. Does the hype exceed the facts? Here’s what marketing research tells us…
Advertisers use words, pictures, music or scenes to connect their brands with a by-gone era to evoke nostalgic emotions among viewers of their promotions. Their hope is that the nostalgic feelings evoked can positively influence consumers’ attitudes and buying behavior.
This is a second post related to specific emotional advertising appeals. My previous post on sexual appeals can be read here:
Advertising Appeals: Does Sex Sell?
Research on the impact of nostalgia advertising appeals is not extensive and a lot more needs to be done to understand its impact with different audiences and in different circumstances.
A variety of marketing research studies do indicate that the use of nostalgia in advertising does arouse attention, is entertaining, is persuasive, and evokes nostalgic reflections in consumers. Besides the positive emotions, they also induce mental images of former situations and experiences that are also positive in nature.
In comparison studies, nostalgic advertising induces more positive emotions and more intensive mental images than non-nostalgic advertisements. The combination of the positive emotions and images evoked by the ads generate positive resonance toward both the ad and the product advertised.
It is the emotional response by consumers to the nostalgia appeal that generates a positive response on consumers’ attitude toward the ad itself. At the same time the mental image brought to mind by nostalgic advertising is believed to have a predominantly positive effect on consumers’ attitude toward the product. Consumers’ judgment processes are influenced by nostalgia appeals. Recipients seem not to consider negative aspects of the advertised product when processing the evoked mental image.
Nostalgic ads can stimulate imaginative recreations of the past that can be associated with the advertised product. Besides music, scenes, etc., nostalgic-related imagery cues (instructions) can evoke and enhance nostalgic mental images that are related to the advertised product. The more concrete the cue the more comprehensive and clearer the mental images that are aroused. Examples of wording that can be used to cue images
- Re-live the moment…
- Remember when…
- It was a time like no other…
- Using a specific date from the past
Marketing research clearly shows a positive resonance with both nostalgic ads and the products advertised. It even shows more persuasive influence on consumers. What is lacking is a clear correlation to either purchase intent or actual purchase of the products advertised. Advertisers trust that the positive resonance toward the ad and products will translate into increased sales of the products advertised.
One study indicates that when consumers experience nostalgia in a consumption context, they have a higher purchase likelihood with regard to the advertised products and to especially favor nostalgia-related products.
Some other research findings of note include:
- Those exposed to nostalgic ads experience a greater number of nostalgic thoughts while the total numbers of thoughts are comparable to non-nostalgic ads, including brand or message-related thoughts. Because nostalgic thoughts take up a greater proportion of the total thoughts, they provide little if any additional value if the primary objective of the ad is to elicit a critical evaluation of the benefits of using the product.
- Some research suggests that the thoughts that are brought to mind are not always positive but appear to have no damaging effects on attitudinal responses to nostalgic ads.
- No age or gender differences reported in research results. This is an area where increased research is necessary. Many of the studies used college students as the research study participants. A study of a greater range of ages is needed to assess whether age impacts the results of nostalgia appeals.
- Some researchers warn that nostalgic ads could alienate consumers if the appeals aren’t accurately matched with target markets.
- Consumers’ affective state affects their response to nostalgia advertising appeals. The efficacy of evoking positive resonance depends both on the ad itself and the viewers’ general state of mind. Consumers’ chronic feelings state (past few days or past few weeks) have been shown to affect their response to nostalgic advertising. The higher the viewer chronic positive state, the more positive the evoked emotional resonance and the more persuasive nostalgic advertising will be. It should be noted that for ad viewers who are low on chronic positive affect, nostalgia appeals performed no better than non=nostalgic advertising.
Nostalgia advertising appeals are especially appropriate for emotional products because the positive response to them can enhance the other positive emotions generated by the product itself. Products that are likely to be subject to mental images are also very appropriate because nostalgic ads evoke a more intensive mental image than do non-nostalgic ads. The result can be a direct and positive effect on consumers’ attitude toward the product advertised.
Whether it’s trying to recreate mom’s favorite holiday recipes or remembering our favorite Christmas gift, the holiday season is a time filled with nostalgia. Nostalgia boils down to a longing for past times. Engaging in nostalgia increases our self-esteem and makes us feel like our life is meaningful. Our nostalgic memories tend to be selective and generally positive. We look at the past through rose-colored glasses.
The question for marketers is whether getting consumers to “yearn for the past” is an effective advertising strategy to get them to yearn for advertisers’ products as well. The best answer is a qualified “yes” if such nostalgia appeals include the right product and reaches targeted consumers when they are in a positive state of mind.
Happy Holidays!
