2026-09-21T19:10:10Z https://www.ideals.illinois.edu/oai-pmh

oai:www.ideals.illinois.edu:2142/129235 2025-10-20 col_2142_5131 col_2142_49999 com_2142_5130 com_2142_49998 com_2142_16323

application/pdf en text Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2025-10-19 without embargo terms The student, Naufil Faisal, accepted the attached license on 2025-04-22 at 18:53. The student, Naufil Faisal, submitted this Thesis for approval on 2025-04-22 at 18:58. This Thesis was approved for publication on 2025-05-09 at 13:15. DSpace SAF Submission Ingestion Package generated from Vireo submission #21894 on 2025-10-19 at 18:09:39 Informative vs nostalgic advertising and their impact on brand’s attitude and purchase intention Faisal, Naufil Bin 2025-05-09 Sar, Sela Ham, Chang Dae Hitchon, Jacqueline Informative Nostalgic Ad Type Involvement Manipulation 2x2 eng 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. 2025-05 Text https://hdl.handle.net/2142/129235 Copyright 2025 Naufil Faisal Advertising Advertising University of Illinois Urbana-Champaign M.S. Thesis