Informative vs nostalgic advertising and their impact on brand’s attitude and purchase intention
Faisal, Naufil Bin
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https://hdl.handle.net/2142/129235
Description
Title
Informative vs nostalgic advertising and their impact on brand’s attitude and purchase intention
Author(s)
Faisal, Naufil Bin
Issue Date
2025-05-09
Director of Research (if dissertation) or Advisor (if thesis)
Sar, Sela
Committee Member(s)
Ham, Chang Dae
Hitchon, Jacqueline
Department of Study
Advertising
Discipline
Advertising
Degree Granting Institution
University of Illinois Urbana-Champaign
Degree Name
M.S.
Degree Level
Thesis
Keyword(s)
Informative, nostalgic, ad type, involvement, manipulation, 2x2
Abstract
This study examines the impact of nostalgic and informative advertising appeals on consumers’ decision-making. It also looked at how nostalgic and informative advertising appeals interact with consumers’ level of involvement (i.e., high vs. low) to influence consumers’ attitudes toward the advertisement, bran,d and purchase intention. A 2x2 An experimental factorial design was used. A sample of 124 people participated in the study. The findings suggest that nostalgic ads, especially in low-involvement situations, generate a more positive impact on attitudes than informative ads. For high involvement, the result shows that both nostalgic and informative ads have a similar effect on attitudes and purchase intention. These results advance our knowledge of the strategic applications of both nostalgic and Informative ad appeals.
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