TY - JOUR T1 - Nostalgia Drives Donations JF - Journal of Advertising Research JO - J Advert Res SP - 450 LP - 459 DO - 10.2501/S0021849910091592 VL - 50 IS - 4 AU - John B. Ford AU - Altaf Merchant Y1 - 2010/12/01 UR - http://www.journalofadvertisingresearch.com/content/50/4/450.abstract N2 - The authors find that appeals for charity that evoke personal nostalgia will have an effect on the charitable-donation intentions of consumers. In study 1 (with 103 respondents), nostalgic charity appeals evoke higher levels of emotions and donation intentions than non-nostalgic appeals. Study 2 (457 respondents) indicates that this effect is moderated by the consumer's propensity towards being nostalgic. In study 3 (sample: 186 consumers), the effect of nostalgia emotions and intentions is, in turn, moderated by the importance of the memory evoked. Nostalgia-based charity appeals work better when they evoke important memories for the consumer. The results indicate that advertising/fund-raising professionals can effectively use nostalgia to stimulate donations. ER -