Advertising Professor Jon Morris and CJC doctoral students Ilyoung Ju and Naa Amponsah Dodoo published an article in the Journal of Marketing Communications on “The influence of life satisfaction on nostalgic advertising and attitude toward a brand.”

Jong Woo Jun, associate professor in the School of Communications, Dankook University, South Korea, is also a co-author on the article.

Abstract

Nostalgic advertising has become a popular means for advertisers to reach their consumers. A viewer’s life satisfaction is an important factor that may influence the effect of nostalgic advertising. Positive life satisfaction is an important determinant of nostalgic advertising receptivity. Thus, the present study builds a model for the relationships among life satisfaction, nostalgic advertising, emotional response toward a brand, ad attitude and purchase intention.

Life satisfaction was identified as an antecedent variable for evoked nostalgia. In addition, emotional response to the advertised brand was shown to be an important predictor of purchase intent. The findings provide insightful implications for marketers and advertisers by identifying meaningful relationships between life satisfaction and nostalgic advertising.

Posted: August 17, 2015
Category: Research News
Tagged as: Jon Morris, Journal or Marketing Communications