Everything Old is New Again: The importance of sequencing emotional and rational message appeals to induce willingness to try for new, retro FMCG products
(2025) BUSN39 20251Department of Business Administration
- Abstract
- Keywords: Retro branding, message framing, message sequencing, nostalgia proneness, consumer innovativeness, willingness to try, Fast-moving consumer goods, new product brands, retail environment.
Purpose: The study addresses the limited understanding of retro branding´s effectiveness in retail environments, particularly for new FMCG product brands without established heritage. It explores how different sequences of emotional and rational message framing in retro-themed advertising influence consumers´willingness to try, and how these effects are moderated by nostalgia proneness and consumer innovativeness.
Methodology: A quantitative, deductive approach was employed using a cross-sectional between-subject experimental design.... (More) - Keywords: Retro branding, message framing, message sequencing, nostalgia proneness, consumer innovativeness, willingness to try, Fast-moving consumer goods, new product brands, retail environment.
Purpose: The study addresses the limited understanding of retro branding´s effectiveness in retail environments, particularly for new FMCG product brands without established heritage. It explores how different sequences of emotional and rational message framing in retro-themed advertising influence consumers´willingness to try, and how these effects are moderated by nostalgia proneness and consumer innovativeness.
Methodology: A quantitative, deductive approach was employed using a cross-sectional between-subject experimental design. Data was collected via Prolific (N = 250) through two surveys containing different stimulus conditions. Multiple linear regression analyses examined the main and interaction effects of message framing and sequencing, nostalgia proneness, and domain-specific innovativeness on consumers´ willingness to try.
Findings: The results show that without accounting for individual trait differences, rational-to-emotional message sequencing leads to higher willingness to try a new retro-advertised FMCG product. However, a significant three-way interaction revealed a reversal of effect: for consumers high in both nostalgia proneness and innovativeness, emotional -to-rational sequencing is most effective, highlighting the importance of aligning advertising messages with consumer traits.
Theoretical perspective/ implications: This study contributes to retro branding literature by extending its relevance and applicability to new FMCG products in retail settings. Grounded in message framing, sequencing and brand congruence theory, it clarifies the boundary conditions under which retro-themed messaging is most effective. By examining the underlying internal (personality trait) and external (message) mechanisms behind retro branding, this study advances theoretical frameworks in communications and consumer behavior.
Managerial Implications:The findings provide actionable guidance to strategically employ retro-themed advertising in the FMCG retail environment. By tailoring message sequencing to audience traits, managers can enhance consumers´ willingness to try new products. This makes retro-themed, text-based advertising a scalable in-store strategy that enables new brands to gain visibility and competitiveness in a saturated market. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9203862
- author
- Mierswa, Natalie LU and Lichius, Lara Sophie LU
- supervisor
- organization
- course
- BUSN39 20251
- year
- 2025
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Retro branding, message framing, message sequencing, nostalgia proneness, consumer innovativeness, willingness to try, Fast-moving consumer goods, new product brands, retail environment.
- language
- English
- id
- 9203862
- date added to LUP
- 2025-06-30 12:14:03
- date last changed
- 2025-06-30 12:14:03
@misc{9203862,
abstract = {{Keywords: Retro branding, message framing, message sequencing, nostalgia proneness, consumer innovativeness, willingness to try, Fast-moving consumer goods, new product brands, retail environment.
Purpose: The study addresses the limited understanding of retro branding´s effectiveness in retail environments, particularly for new FMCG product brands without established heritage. It explores how different sequences of emotional and rational message framing in retro-themed advertising influence consumers´willingness to try, and how these effects are moderated by nostalgia proneness and consumer innovativeness.
Methodology: A quantitative, deductive approach was employed using a cross-sectional between-subject experimental design. Data was collected via Prolific (N = 250) through two surveys containing different stimulus conditions. Multiple linear regression analyses examined the main and interaction effects of message framing and sequencing, nostalgia proneness, and domain-specific innovativeness on consumers´ willingness to try.
Findings: The results show that without accounting for individual trait differences, rational-to-emotional message sequencing leads to higher willingness to try a new retro-advertised FMCG product. However, a significant three-way interaction revealed a reversal of effect: for consumers high in both nostalgia proneness and innovativeness, emotional -to-rational sequencing is most effective, highlighting the importance of aligning advertising messages with consumer traits.
Theoretical perspective/ implications: This study contributes to retro branding literature by extending its relevance and applicability to new FMCG products in retail settings. Grounded in message framing, sequencing and brand congruence theory, it clarifies the boundary conditions under which retro-themed messaging is most effective. By examining the underlying internal (personality trait) and external (message) mechanisms behind retro branding, this study advances theoretical frameworks in communications and consumer behavior.
Managerial Implications:The findings provide actionable guidance to strategically employ retro-themed advertising in the FMCG retail environment. By tailoring message sequencing to audience traits, managers can enhance consumers´ willingness to try new products. This makes retro-themed, text-based advertising a scalable in-store strategy that enables new brands to gain visibility and competitiveness in a saturated market.}},
author = {{Mierswa, Natalie and Lichius, Lara Sophie}},
language = {{eng}},
note = {{Student Paper}},
title = {{Everything Old is New Again: The importance of sequencing emotional and rational message appeals to induce willingness to try for new, retro FMCG products}},
year = {{2025}},
}