Empirical Study of the Influences of Different Types of Nostalgic Advertisements on Mechanism of Action of Purchase Intention

Abstract

Nowadays nostalgic advertising is more and more widely used in academia and business as a marketing tool, which makes it worth studying how different types of nostalgic advertisings affect different age levels of consumer specifically. In this paper, an empirical research method was used and the empirical exploration was made through simulation experiment in laboratory. The results show that young people tend to prefer the virtual collective nostalgia appeal, and middle-aged people tend to prefer personal nostalgic appeal. The study has a strong academic and practical significance, which will provide a theoretical support to companies which need to develop nostalgia marketing strategies from the perspective of academic research.