Nostalgia Marketing
Nostalgia Marketing
The main purpose of this paper is to examine the existing literature and research that has been developed regarding the use of nostalgia as a marketing strategy both in its use in advertisement as well as in products that try to generate a nostalgic response in the customer. The main definitions and causes of nostalgia will be examined and the applications that nostalgia can have to modern marketers.
The use of nostalgic motives has been increasing since the early nineties from the re-introduction of the mini cooper by BMW and the launch of the New beetle by Volkswagen, to the recent resurgence of 1980´s themes like Transformers and The A – team, as well as the use of pop culture icons and old music in advertisement directed to attract customers that are especially vulnerable to appreciate them.(Holbrook, 2003)
Definition of Nostalgia
Nostalgia has been defined in a number of occasions and its definition may vary depending on the look from where it is described, in psychology and anthropology is generally described as a a positively toned evocation of a lived past (Davis 1979), but the study of nostalgia can be traced further back in time, in the seventh century it was considered a clinical condition (Stern, 1992) Nowadays nostalgia is considered to be “An emotional state in which an individual yearns for an idealized or sanitized version of an earlier time period”,(Stern, 1992) it contains both pleasant and unpleasant components, it brings a bitter sweet emotion characterized by pleasant memories of the past as well as a sense of loss and knowledge that this past is long gone and cannot be attained again.(Holak and Havlena,1992)
The recollections generated through nostalgia are those of an idealized past, the memories are filtered and modified so that the negative aspects of the past are omitted. (Havlena and Holak, 1991, Brown, 1999,Muehling and Sprott,2004) Sometimes the causes of nostalgia had been explained through
The main purpose of this paper is to examine the existing literature and research that has been developed regarding the use of nostalgia as a marketing strategy both in its use in advertisement as well as in products that try to generate a nostalgic response in the customer. The main definitions and causes of nostalgia will be examined and the applications that nostalgia can have to modern marketers.
The use of nostalgic motives has been increasing since the early nineties from the re-introduction of the mini cooper by BMW and the launch of the New beetle by Volkswagen, to the recent resurgence of 1980´s themes like Transformers and The A – team, as well as the use of pop culture icons and old music in advertisement directed to attract customers that are especially vulnerable to appreciate them.(Holbrook, 2003)
Definition of Nostalgia
Nostalgia has been defined in a number of occasions and its definition may vary depending on the look from where it is described, in psychology and anthropology is generally described as a a positively toned evocation of a lived past (Davis 1979), but the study of nostalgia can be traced further back in time, in the seventh century it was considered a clinical condition (Stern, 1992) Nowadays nostalgia is considered to be “An emotional state in which an individual yearns for an idealized or sanitized version of an earlier time period”,(Stern, 1992) it contains both pleasant and unpleasant components, it brings a bitter sweet emotion characterized by pleasant memories of the past as well as a sense of loss and knowledge that this past is long gone and cannot be attained again.(Holak and Havlena,1992)
The recollections generated through nostalgia are those of an idealized past, the memories are filtered and modified so that the negative aspects of the past are omitted. (Havlena and Holak, 1991, Brown, 1999,Muehling and Sprott,2004) Sometimes the causes of nostalgia had been explained through
References: Goulding, C., 2001, Romancing the past: Heritage visiting and the nostalgic consumer, Psychology & Marketing, 18 (6), pp. 565-592 Havlena H Holak S. L., Havlena H. J., 1992, NOSTALGIA: An exploratory study of themes and emotions in the nostalgic experience, Advances in Consumer Research, 19, pp. 380-387. Holak S. L., Havlena H. J., 1998, Feelings, Fantasies, and Memories: An Examination of the Emotional Components of Nostalgia, Journal of Business Research, 42(3), pp. 217-226 Holbrook, M Holbrook, M. B., 1993, Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes, Journal of Consumer Research: An Interdisciplinary Quarterly, 20,(2), pp. 245-56 Holbrook, M Muehling, D. D., Sprott, D. E., 2004, THE POWER OF REFLECTION: An Empirical Examination of Nostalgia Advertising Effects, Journal of Advertising, 33 (3), pp. 25 – 35 Schindler, R