nostalgia poster
TRANSCRIPT
Poster Print Size:This poster template is 30” high by 50”wide and is printed at 120% for a 36”high by 60” wide poster. It can be usedto print any poster with a 3:5 aspect raEo.
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Nostalgia: “SenEmental longing for one’s past.”
Nostalgia MarkeEng: “Invoking misty, water-‐colored memories of the past to woo consumers into buying products in the present.” (Ellioi 2012)
IntroducEon
Study 1: The mindset x ad orientaEon interacEon was significant for intenEons to share with Facebook friends (F (1, 84) = 4.40, p = .039). The interacEon was not significant for aktudes towards the bike. The sharing interacEon occurs because nostalgic mindset consumers are more likely to share a nostalgic ad with Facebook friends than a non-‐nostalgic ad (M = 1.87 vs. 1.05; t (42) = 2.39, p = .02) Non-‐nostalgic mindset consumers did not show such difference (M = 1.45 vs. 1.59; t (42) = .50, p = .62). Study 2: The mindset x ad orientaEon was significant for engagement (p<.05) and aktude toward the bike (p<.05). This effect occurs because those in a nostalgic mindset were more likely to share (like the bike in a nostalgic ad than a control ad , but those in a control mindset were equally liked to share both ads. and to like the product.
Background
The Matching Hypothesis People who feel nostalgic are more likely to share adverEsing informaEon that evokes nostalgia and form a more favorable aktude toward the adverEsed product. For people who do not feel nostalgic, whether the adverEsing evokes nostalgia or not will not affect their adverEsing sharing behavior or their aktude toward the adverEsed product. Procedure
§ Sample: 123 undergraduate students from University of Iowa and University of BriEsh Columbia
§ Female: 42.5%, Age: 17 – 35 (Avg. 20.1)
Mindset (Control vs. Nostalgia) WriEng assignment about either:
1. Typical day 2. Happy holiday family event
Ad Type (Control vs. Nostalgia) • Copy and color of images manipulated
DV1) Engagement DV2) Aktude towards the ads DV3) Aktude towards the product
Demographics QuesEons
Methods and Procedure
Future research: • What makes an ad nostalgic? • Does matching affect price willing to pay for a product? • Are there individual differences in the matching hypothesis (e.g. self-‐monitoring?
Conclusions
Main Effect of Nostalgia: Previous research shows that ads featuring nostalgic design elements induce higher brand name/message recall, ad preference and involvement than those without the nostalgic elements (Mueling & Pascal 2012; Muehling & Sproi 2004) In addiEon, ads with nostalgic design elements are likely to be discussed with others and eventually increase retenEon of the ad message (Unger, McConocha, & Faier 1991) Our ContribuEon: The “Matching Hypothesis” (an interacEon effect)
Results
Figure 3. Survey of the QuesEons
Chart . Study 1 Graphic Results.
REPLACE THIS BOX WITH YOUR ORGANIZATION’S HIGH RESOLUTION LOGO
STUDY 1 STUDY 2
1.45 1.05
1.59 1.87
0
1
2
3
4
5
Control Nostalgic
Sharing IntenE
ons
Mindset
Sharing IntenEons
Control Ad Nostalgic Ad
Chart. Study 2 Graphic Results
1.9556
1.1724 1.5362 1.8214
0
1
2
3
4
5
1 2 Mindset
Engagement (Like + Share + Comment)
Control Ad Nostalgic Ad
Control Nostalgic
4.2258
3.4194
3.0238
4.2069
0
1
2
3
4
5
1 2
Aatudes Toward Product
Control Ad Nostalgic Ad
Control Nostalgic Mindset
Young Kyu Kim, PhD student; Jing (Alice) Wang, PhD; Catherine A. Cole, PhD; Presenter: Yuefeng Pan, B.B.A; MarkeEng Department, University of Iowa
NOSTALGIC DESIGN IN FACEBOOK ADVERTISING: WHEN IS IT EFFECTIVE?
Figure 1. Control Ad Figure 2. Nostalgic Ad. Figure 1. Control Ad Figure 2. Nostalgic Ad