 The Impact of Nostalgic Advertising on Consumer Willingness to Donate During a CrisisMarco Pichierri ()
Chapter Chapter 3 in Nostalgia Marketing, 2023, pp 77-93 from Springer Abstract: Abstract The Chapter aims at verifying the effectiveness of nostalgia-based appeals as possible drivers of consumers’ charitable giving decisions. Using charitable organizations involved in fighting COVID-19 as a focal point, the study proposes a conditional moderated mediation through which the effect of a nostalgic advertisement on individuals’ donating intention is mediated via advertising believability, with this mediation path being moderated in two stages by the importance that consumers attribute to tradition and by their prudence. The results advance extant knowledge on the effect of nostalgia in charitable giving decisions and shed light on the role of some consumer traits in regulating this mechanism. The findings provide useful insights for marketers operating in the charity industry, which may benefit fro using charity appeals that are deliberately designed to elicit nostalgia. Keywords: Nostalgia; Charitable giving; Charitable organizations; Attitude toward the ad; Tradition importance; Consumer prudence (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-20914-7_3 Ordering information: This item can be ordered from DOI: 10.1007/978-3-031-20914-7_3 Access Statistics for this chapter More chapters in Springer Books from Springer |
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