Nostalgia from the Younger Generation Perspective: The Impact of Nostalgia Advertising on Postmodern Individuals

Ebru Güzel () and Elif Yolbulan Okan ()
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Ebru Güzel: Okan University
Elif Yolbulan Okan: Yeditepe University

Business and Economics Research Journal, 2016, vol. 7, issue 3, 137-154

Abstract: Companies need to find new branding and marketing strategies to overcome the problems rising from the intense competition in every sector and increasing consumer expectations. While searching for new tactics to attract consumers’ attention and moreover position their brand in the mind and hearts of their target groups, nostalgia and retro marketing offers many advantages. The rising trend of nostalgia in advertisements revealed the necessity of investigating effectiveness. The aim of this study is to determine the nostalgia trend among postmodern individuals who are born between 1980-1985, and analyze their approach to nostalgia theme used in advertisements. Survey method is used to examine the nostalgia proneness and effectiveness of nostalgia advertisements. According to findings, personal and interpersonal nostalgia is more prominent among respondents and nostalgia ads are effective in triggering consumers emotions rather than directing their consumer behavior.

Keywords: Nostalgia; Nostalgia Advertising; Retro Advertising (search for similar items in EconPapers)
JEL-codes: M30 M37 (search for similar items in EconPapers)
Date: 2016
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