Nostalgia: A Review, Propositions, and Future Research Agenda

IF 5.4 2区管理学 Q1 BUSINESS

Journal of Advertising Pub Date : 2022-08-22 DOI:10.1080/00913367.2022.2101036

Ekta Srivastava, B. Sivakumaran, Satish S. Maheswarappa, J. Paul

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引用次数: 12

Abstract

Abstract This article presents a systematic review of the nostalgia literature (205 articles) using PRISMA protocols. It dwells on three questions: What do we know about nostalgia? What do we need to know about nostalgia? and Where should we be heading? The article examines the evolution of nostalgia, analyzes the definitions of nostalgia (past–memory–yearning–ambivalent emotion), and extends the nostalgia typology of Havlena and Holak (1996). The article also delineates the nostalgic advertising literature; identifies antecedents, moderators, and consequences of nostalgic advertising; and highlights research gaps. Finally, this work offers propositions on nostalgic ad appeals (those that emphasize the attractiveness of and yearning for the past in a bittersweet way) based on four themes: self-restoration, continuity, social relationships, and culture. Specifically, the propositions offer new moderators, such as ads’ emotional flow, gender identity, purchase and consumption situation, perceived interactivity, and culture type, that could make some types of nostalgic appeals more effective than others. Our work contributes by being more comprehensive and broad based, extending the typology framework and delineating propositions that lay out a research roadmap for nostalgic advertising.

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怀旧:回顾、主张与未来研究议程

摘要本文对使用PRISMA协议的怀旧文献（205篇文章）进行了系统综述。它详述了三个问题：我们对怀旧有什么了解？关于怀旧，我们需要了解什么？我们应该去哪里？本文考察了怀旧的演变，分析了怀旧的定义（过去-记忆-渴望-矛盾情绪），并扩展了Havlena和Holak（1996）的怀旧类型学。文章还描绘了怀旧广告文学；确定怀旧广告的前因、调节因素和后果；并强调了研究空白。最后，这部作品基于四个主题提出了怀旧广告诉求（即以苦乐参半的方式强调过去的吸引力和对过去的向往）：自我恢复、连续性、社会关系和文化。具体而言，这些命题提供了新的调节因素，如广告的情感流、性别认同、购买和消费情况、感知互动性和文化类型，这可能会使某些类型的怀旧吸引力比其他类型的更有效。我们的工作通过更全面和更广泛的基础、扩展类型学框架和描绘命题来做出贡献，这些命题为怀旧广告制定了研究路线图。

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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来源期刊

Journal of Advertising Multiple-

CiteScore

11.20

自引率

10.50%

发文量

期刊介绍： The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.