Effects of Personal Nostalgia on Cognition, Attitudes and Intentions

Abstract

This research examines the changes in cognition, attitudes, and purchase intentions of respondents as a result of the intensity of personal nostalgia experienced (high, medium and low levels). Although personal nostalgia has been found to be distinctly different from historical or ‘unified’ nostalgia, there has been a lack of empirical research conducted. The explored responses are generally shown to be significantly positively effected by increasing the level of personal nostalgia. Significant changes in such responses have clear implications to markets and brand managers alike and indicate a need for further future research.