RT Journal Article SR Electronic T1 Nostalgia Drives Donations JF Journal of Advertising Research JO J Advert Res FD WARC SP 450 OP 459 DO 10.2501/S0021849910091592 VO 50 IS 4 A1 John B. Ford A1 Altaf Merchant YR 2010 UL http://www.journalofadvertisingresearch.com/content/50/4/450.abstract AB 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.