The contradictory effects of nostalgic advertisements on nostalgia for products and on remembering advertisements

Eriko Sugimori, Ken Matsuda, Takashi Kusumi

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

Our purpose was to investigate the relationships between the names of items that easily evoke nostalgic feelings and nostalgic advertisements from the perspective of nostalgia for the names of these items and from the perspective of source monitoring. We measured the effect of nostalgia on source monitoring and whether the names of items evoked nostalgic feelings when they were presented alone. We found that, from the perspective of the nostalgic feelings, we directly demonstrated that the names of articles that easily evoke nostalgic feelings are more likely to evoke nostalgia when they are presented with nostalgic advertisements than when they are presented with non-nostalgic advertisements. From the perspective of source monitoring, we revealed that nostalgic advertisements are more forgettable than non-nostalgic advertisements when they present the names of articles that easily evoke nostalgic feelings.

Original languageEnglish
Pages (from-to)42-52
Number of pages11
JournalJapanese Psychological Research
Volume53
Issue number1
DOIs
Publication statusPublished - 2011 Mar 1
Externally publishedYes

Keywords

  • Advertising
  • Feeling
  • Memory
  • Nostalgia
  • Source monitoring

ASJC Scopus subject areas

  • Psychology(all)

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