Future Time Perspective Moderates Consumer Responses to Nostalgic Advertising

IF 0.8 Q4 PSYCHOLOGY, DEVELOPMENTAL
Ilyoung Ju, S. Bluck, Hsiao-Wen Liao
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引用次数: 8

Abstract

Humans remember their past and consider their future. Nostalgic advertising, focused on the personal past, increases positive consumer response to products. This research examines how future time perspective (FTP) moderates that effect. Based on socioemotional selectivity theory, the products studied represent goals individuals have when time feels limited (i.e., camera: familiar, socially focused, emotionally meaningful) or open-ended (i.e., VR-One: novel, information-focused, entertaining). As expected, ad-evoked nostalgia heightens positive consumer response to the camera, increasingly so when FTP feels limited (Study 1; N = 288). For the VR-One, ad-evoked nostalgia again increases positive response but less so when time feels limited (Study 2; N = 283). Thinking about how the past and the future interact to influence consumer preferences in adulthood is discussed.
未来时间视角调节消费者对怀旧广告的反应
人类记住自己的过去并考虑自己的未来。怀旧广告聚焦于个人过去,增加了消费者对产品的积极反应。这项研究考察了未来时间视角(FTP)如何调节这种影响。基于社会情感选择性理论,所研究的产品代表了个人在时间有限(即相机:熟悉、关注社会、情感有意义)或开放(即VR One:新颖、关注信息、娱乐)时的目标。不出所料,广告引发的怀旧情绪会增强消费者对相机的积极反应,当FTP感觉有限时,这种反应会越来越强烈(研究1;N=288)。对于VR One,广告引发的怀旧情绪再次增加了积极的反应,但当时间有限时,这种反应就不那么明显了(研究2;N=283)。讨论了对过去和未来如何相互作用以影响成年后消费者偏好的思考。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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CiteScore
2.00
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0.00%
发文量
30
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