Skip to main content

Main menu

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Topics
    • All topics
    • Analytics and data
    • Celebrity endorsement
    • Creativity
    • Cross-platform
    • Diversity
    • Neuromarketing
    • Pharmaceutical and healthcare
    • Segmentation and targeting
    • Social media
    • Sponsorship
    • Television
  • Submit
    • Calls for Papers
    • Submit a manuscript
  • Subscribe
    • Subscribe to JAR
    • Pay per view
    • ARF members
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • JAR in the News
    • My Folders
    • Feedback
    • Contact
  • Other Publications
    • jadvertres

User menu

  • Subscribe
  • Contact Us

Search

  • Advanced search
  • Other Publications
    • jadvertres

Log in

  • Facebook
  • Twitter
  • Linkedin
the Journal of Advertising Research

Advanced Search

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Topics
    • All topics
    • Analytics and data
    • Celebrity endorsement
    • Creativity
    • Cross-platform
    • Diversity
    • Neuromarketing
    • Pharmaceutical and healthcare
    • Segmentation and targeting
    • Social media
    • Sponsorship
    • Television
  • Submit
    • Calls for Papers
    • Submit a manuscript
  • Subscribe
    • Subscribe to JAR
    • Pay per view
    • ARF members
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • JAR in the News
    • My Folders
    • Feedback
    • Contact

How Strong is the Pull of the Past?

Measuring Personal Nostalgia Evoked by Advertising

Altaf Merchant, Kathryn Latour, John B. Ford, Michael S. Latour
DOI: 10.2501/JAR-53-2-150-165 Published 1 June 2013
Altaf Merchant
University of Washington, Tacoma,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: altafm@u.washington.edu
Kathryn Latour
Cornell University,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: kal276@cornell.edu
John B. Ford
Old Dominion University,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: jbford@odu.edu
Michael S. Latour
Cornell University,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: msl275@cornell.edu
  • Article
  • Info
  • PDF
Loading

Click on the PDF link for the complete article.

ABSTRACT

Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated but distinct dimensions: past imagery, positive emotions, negative emotions, and physiological reactions. This multidimensional scale showed a high level of validity and reliability. Moreover, due to careful choice of sampling frames, the study demonstrates a high level of external generalizability. Evaluating nostalgia-based advertising using the study's multidimensional scale may provide marketers with strategic insights for developing and fine-tuning advertising aimed at inducing nostalgia among consumers.

  • © Copyright 2013 The ARF. All rights reserved.
PreviousNext
Back to top

Vol 53 Issue 2

Journal of Advertising Research: 53 (2)
  • Table of Contents
  • Table of Contents (PDF)
  • Cover (PDF)
  • About the Cover
  • Index by author
  • Ed Board (PDF)
  • Front Matter (PDF)
Email

Thank you for your interest in spreading the word about the Journal of Advertising Research.

NOTE: We only request your email address so that the person you are recommending the page to knows that you wanted them to see it, and that it is not junk mail. We do not capture any email address.

Enter multiple addresses on separate lines or separate them with commas.
How Strong is the Pull of the Past?
(Your Name) has forwarded a page to you from the Journal of Advertising Research
(Your Name) thought you would like to see this page from the Journal of Advertising Research web site.
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.
Alerts
Sign In to Email Alerts with your Email Address
Citation Tools
How Strong is the Pull of the Past?
Altaf Merchant, Kathryn Latour, John B. Ford, Michael S. Latour
Journal of Advertising Research Jun 2013, 53 (2) 150-165; DOI: 10.2501/JAR-53-2-150-165

Citation Manager Formats

  • BibTeX
  • Bookends
  • EasyBib
  • EndNote (tagged)
  • EndNote 8 (xml)
  • Medlars
  • Mendeley
  • Papers
  • RefWorks Tagged
  • Ref Manager
  • RIS
  • Zotero
Download PDF
Request Permissions
Share
How Strong is the Pull of the Past?
Altaf Merchant, Kathryn Latour, John B. Ford, Michael S. Latour
Journal of Advertising Research Jun 2013, 53 (2) 150-165; DOI: 10.2501/JAR-53-2-150-165
del.icio.us logo Digg logo Reddit logo Twitter logo Facebook logo Google logo Mendeley logo
Save to my folders

Jump to

  • Article
  • Info
  • PDF
  • Tweet Widget
  • Facebook Like
  • Google Plus One

More in this TOC Section

  • How Has the Digital Environment Affected Advertising Creativity?
  • How Do Information Sources Shape Voters’ Political Views?
  • Managing the Transparency Paradox Of Social-Media Influencer Disclosures
Show more Articles

© 2022 the Journal of Advertising Research

The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed.

www.thearf.org

JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site.

A larger JAR archive is accessible at WARC, alongside case studies, best practice guides, marketing intelligence, consumer insight, industry trends and latest news from around the world.

Take a trial of WARC.com

Navigate

  • Home
  • Current Issue
  • Archive
  • Digital First
  • JAR Best Paper
  • Topics
  • Submit a manuscript
  • Calls for Papers
  • About JAR
  • Subscribe to JAR
  • Pay per view
  • ARF members
  • Meet the Editors
  • ARF and Editorial Review
  • JAR in the News
  • My Folders

Contact us

  • Contact
  • Feedback
  • ARF members

General

  • About the ARF
  • About WARC
  • Rights & Permissions
  • Advertise in JAR
  • Terms of Use