Research Insights into Retro Effects
A reader offered interesting new research from Washington State University on the use of cues in advertising designed to invoke “nostalgic reflection” in consumers. Key finding:
“… personal thought patterns are, indeed, inspired among those presented with an ad containing nostalgic cues. Further, the researchers found that those who experienced nostalgic thoughts tended to exhibit more favorable attitudes toward the advertised brand than those who did not.”
The research also provides some evidence for the “aestheticization of nostalgia” (experiencing nostalgia even if the artifact is not part of my personal past) mentioned in the previous post.
