IIUM Repository (IREP)

Determinants of nostalgia sensitivity in nostalgic driven advertising

Mohammad Hafeez , Bin Mohamad Jowsey and Chong , Chin Wei and Rahman, Muhammad Sabbir (2015) Determinants of nostalgia sensitivity in nostalgic driven advertising. International Journal of Academic Research in Psychology, 2 (1). pp. 556-580. ISSN 2222-6990

[img]
Preview
PDF
Download (1MB) | Preview

Abstract

The research investigated several determinants potentially influencing consumer sensitivities towards nostalgia sentiment. A total of five variables were selected for investigation, where the research instrument used were survey methods supplemented by a series of nostalgic advertising stimulus; deployed to a sample size of 100 respondents comprising the general Malaysian population. It was revealed that factors such as ageing effect, past childhood experience and event repetition frequency in the past has positive and significant influence over nostalgia sentiment sensitivity of consumers.

Item Type: Article (Journal)
Additional Information: 7112/42842
Uncontrolled Keywords: Consumer Attitudes, Nostalgia, Emotional Appeals, Advertising, Mere-Exposure Effect
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5001 Business. Business Administration
H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes: Kulliyyah of Languages and Management
Depositing User: Dr Muhammad Sabbir Rahman
Date Deposited: 14 May 2015 02:40
Last Modified: 13 Feb 2016 05:18
URI: http://irep.iium.edu.my/id/eprint/42842

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year