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Nostalgia from the Younger Generation Perspective: The Impact of Nostalgia Advertising on Postmodern Individuals

Author

Listed:
  • Güzel, Ebru

    (Okan University)

  • Yolbulan Okan, Elif

    (Yeditepe University)

Abstract

Companies need to find new branding and marketing strategies to overcome the problems rising from the intense competition in every sector and increasing consumer expectations. While searching for new tactics to attract consumers’ attention and moreover position their brand in the mind and hearts of their target groups, nostalgia and retro marketing offers many advantages. The rising trend of nostalgia in advertisements revealed the necessity of investigating effectiveness. The aim of this study is to determine the nostalgia trend among postmodern individuals who are born between 1980-1985, and analyze their approach to nostalgia theme used in advertisements. Survey method is used to examine the nostalgia proneness and effectiveness of nostalgia advertisements. According to findings, personal and interpersonal nostalgia is more prominent among respondents and nostalgia ads are effective in triggering consumers emotions rather than directing their consumer behavior.

Suggested Citation

  • Güzel, Ebru & Yolbulan Okan, Elif, 2016. "Nostalgia from the Younger Generation Perspective: The Impact of Nostalgia Advertising on Postmodern Individuals," Business and Economics Research Journal, Uludag University, Faculty of Economics and Administrative Sciences, vol. 7(3), pages 137-154, July.
    • Handle: RePEc:ris:buecrj:0240
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    More about this item

    Keywords

    Nostalgia; Nostalgia Advertising; Retro Advertising;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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