Determinants of nostalgia sensitivity in nostalgic driven advertising
The research investigated several determinants potentially influencing consumer sensitivities towards nostalgia sentiment. A total of five variables were selected for investigation, where the research instrument used were survey methods supplemented by a series of nostalgic advertising stimulu...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
HRMARS
2015
|
| Subjects: | |
| Online Access: | http://irep.iium.edu.my/42842/ http://irep.iium.edu.my/42842/ http://irep.iium.edu.my/42842/1/Determinants_of_Nostalgia_Sensitivity_in_Nostalgic_Driven_Advertising.pdf |
| Summary: | The research investigated several determinants potentially influencing consumer sensitivities
towards nostalgia sentiment. A total of five variables were selected for investigation, where
the research instrument used were survey methods supplemented by a series of nostalgic
advertising stimulus; deployed to a sample size of 100 respondents comprising the general
Malaysian population. It was revealed that factors such as ageing effect, past childhood
experience and event repetition frequency in the past has positive and significant influence
over nostalgia sentiment sensitivity of consumers. |
|---|