The Role of Nostalgia in Advertising: Effects on Emotional Engagement

Otilia-Elena Platon ()
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Otilia-Elena Platon: Associate Professor Ph.D. Faculty of Economics and Business Administration “Nicolae Titulescu” University 185 Calea Văcărești, 4th District, Bucharest

Global Economic Observer, 2026, vol. 14, issue 1, 170-178

Abstract: Nostalgia has become an increasingly important persuasive strategy in contemporary advertising, especially in a media environment marked by emotional saturation, fragmented attention and intense brand competition. This paper examines the role of nostalgia in advertising and its effects on emotional engagement and purchase intention. Drawing on specialized literature in consumer psychology, advertising and branding, the article argues that nostalgic appeals can strengthen consumer responses by activating autobiographical memory, positive affect, perceived authenticity and emotional connection with the brand. The paper also discusses real campaigns from brands such as Coca-Cola, Nintendo, Microsoft, Barbie and Spotify, showing how nostalgia can be used through retro aesthetics, childhood references, product relaunches, personalized memories and cultural symbols. A conceptual model is proposed in which nostalgia appeal influences emotional engagement, which in turn affects purchase intention. The paper also considers brand authenticity and consumer nostalgia proneness as moderating variables. The findings suggest that nostalgia can be highly effective when it is emotionally meaningful, culturally recognizable and consistent with brand identity. However, nostalgia may become ineffective or even counterproductive when used superficially or when it appears disconnected from the consumer’s lived experience. The article concludes that nostalgia advertising is not simply a return to the past, but a strategic reconstruction of memory designed to create emotional relevance in the present.

Keywords: nostalgia advertising; emotional engagement; purchase intention; brand authenticity; consumer memory; retro marketing; advertising effectiveness. (search for similar items in EconPapers)
Date: 2026-06
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Persistent link: https://EconPapers.repec.org/RePEc:ntu:ntugeo:vol14-iss1-170-178

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