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Nostalgia in Marketing

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Nostalgia in Marketing Overview
“ Definition Nostalgia refers to a longing for the past, a yearning for yesterday, or a fondness for possessions and activities associated with days of yore (Holbrook, 1993 ) A preference (general liking, positive attitude) toward objects (people, places, things) that were more common (popular, fashionable) when one was younger (in early adulthood, in adolescence, in childhood) (Holbrook, 1991) “
 
Why Nostalgia in Advertising? ,[object Object],[object Object],[object Object],[object Object]
Nostalgia – Products and Services
Nostalgia – Products Cars BMW (MINI) and VW (Bug/Beetle)
Nostalgia – Products Music (One night in Bangkok - Murray Head 1985 - Vinylshakerz 2004 ) Games (Super Mario Brothers, Grand Theft)
Nostalgia – Products Movies/Comics (Transformers, Batman ,Spider Man, Captain America)
Nostalgia – Products Sports (Jerseys)
Nostalgia – Products ,[object Object]
Nostalgia – Products ,[object Object]
Nostalgia – Services Horse Carriage ,[object Object]
Nostalgia from a scientific perspective Thinking of past turns out to be always positive.
[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Research on Nostalgia Research suggests that Nostalgia causes
Advantages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Disadvantages ,[object Object],[object Object],[object Object]
References ,[object Object],[object Object],[object Object],[object Object],[object Object]
Thank you for your attention!
Group Presentation: IMC Latrobe University, Semester 2, 2011 Emmaly Ioannidis Caroline Fourtier Torsten Tellkamp David Sandoval Ken Thorsteinsson Ben Thompson Date: 19 th August 2010

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Nostalgia in Marketing

  • 1. Nostalgia in Marketing Overview
  • 2. “ Definition Nostalgia refers to a longing for the past, a yearning for yesterday, or a fondness for possessions and activities associated with days of yore (Holbrook, 1993 ) A preference (general liking, positive attitude) toward objects (people, places, things) that were more common (popular, fashionable) when one was younger (in early adulthood, in adolescence, in childhood) (Holbrook, 1991) “
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  • 5. Nostalgia – Products and Services
  • 6. Nostalgia – Products Cars BMW (MINI) and VW (Bug/Beetle)
  • 7. Nostalgia – Products Music (One night in Bangkok - Murray Head 1985 - Vinylshakerz 2004 ) Games (Super Mario Brothers, Grand Theft)
  • 8. Nostalgia – Products Movies/Comics (Transformers, Batman ,Spider Man, Captain America)
  • 9. Nostalgia – Products Sports (Jerseys)
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  • 13. Nostalgia from a scientific perspective Thinking of past turns out to be always positive.
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  • 19. Thank you for your attention!
  • 20. Group Presentation: IMC Latrobe University, Semester 2, 2011 Emmaly Ioannidis Caroline Fourtier Torsten Tellkamp David Sandoval Ken Thorsteinsson Ben Thompson Date: 19 th August 2010