Reminding You to Purchase
(2021) BUSN39 20211Department of Business Administration
- Abstract
- The study aims to analyze the effect of nostalgia marketing on consumers’ purchase intention by investigating if nostalgia has a relationship with purchase intention, and if self-referencing has an interacting effect on the relationship. The research is conducted in a quantitative method with a deductive approach, designed as a cross-sectional experimental study containing four separate web-based surveys with different stimulus conditions. An analysis of covariates was employed to analyze the relationships. The results are based on this primary data, collected using the web-based service Prolific, and secondary data collected from published journal articles. Self-referencing theory serves as the main theoretical framework, explaining how... (More)
- The study aims to analyze the effect of nostalgia marketing on consumers’ purchase intention by investigating if nostalgia has a relationship with purchase intention, and if self-referencing has an interacting effect on the relationship. The research is conducted in a quantitative method with a deductive approach, designed as a cross-sectional experimental study containing four separate web-based surveys with different stimulus conditions. An analysis of covariates was employed to analyze the relationships. The results are based on this primary data, collected using the web-based service Prolific, and secondary data collected from published journal articles. Self-referencing theory serves as the main theoretical framework, explaining how processed information in relation to the individual increases recall and retrieval. Contrary to our first hypothesis, there was no significant effect between nostalgia and purchase intention. However, in line with our second hypothesis, nostalgia has a significant effect on purchase intention when interacting with self-referencing. As such, H1 was not accepted while H2 was accepted. Therefore, it is concluded that nostalgia’s effect on purchase intention depends on the context in which it is applied. Further findings indicate that nostalgia, regardless of context, could affect consumers’ attitudes. Future research is suggested to investigate further the impact of nostalgia marketing on market-driven variables, and how nostalgia can improve the brand experience. The study’s findings implicate that managers should understand the context-specific nature of nostalgia before applying it in marketing strategy. Our results show that nostalgia improves the brand experience and influences consumer decision-making when interacting with self-referencing elements. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9049506
- author
- Andersson Eneberg, Joel LU and Jokela, Pauli LU
- supervisor
-
- Burak Tunca LU
- organization
- alternative title
- A Quantitative Study Analyzing the Effect of Nostalgia Marketing on Consumers’ Purchase Intention
- course
- BUSN39 20211
- year
- 2021
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- nostalgia marketing, purchase intention, self-referencing, consumer behavior
- language
- English
- id
- 9049506
- date added to LUP
- 2021-06-29 14:18:20
- date last changed
- 2021-06-29 14:18:20
@misc{9049506, abstract = {{The study aims to analyze the effect of nostalgia marketing on consumers’ purchase intention by investigating if nostalgia has a relationship with purchase intention, and if self-referencing has an interacting effect on the relationship. The research is conducted in a quantitative method with a deductive approach, designed as a cross-sectional experimental study containing four separate web-based surveys with different stimulus conditions. An analysis of covariates was employed to analyze the relationships. The results are based on this primary data, collected using the web-based service Prolific, and secondary data collected from published journal articles. Self-referencing theory serves as the main theoretical framework, explaining how processed information in relation to the individual increases recall and retrieval. Contrary to our first hypothesis, there was no significant effect between nostalgia and purchase intention. However, in line with our second hypothesis, nostalgia has a significant effect on purchase intention when interacting with self-referencing. As such, H1 was not accepted while H2 was accepted. Therefore, it is concluded that nostalgia’s effect on purchase intention depends on the context in which it is applied. Further findings indicate that nostalgia, regardless of context, could affect consumers’ attitudes. Future research is suggested to investigate further the impact of nostalgia marketing on market-driven variables, and how nostalgia can improve the brand experience. The study’s findings implicate that managers should understand the context-specific nature of nostalgia before applying it in marketing strategy. Our results show that nostalgia improves the brand experience and influences consumer decision-making when interacting with self-referencing elements.}}, author = {{Andersson Eneberg, Joel and Jokela, Pauli}}, language = {{eng}}, note = {{Student Paper}}, title = {{Reminding You to Purchase}}, year = {{2021}}, }