Bygone eras vs. the good Ol' days: how consumption context and self-construal influence nostalgic appeal selection

This research compares historical and personal nostalgic appeals with potential influences of consumption context and consumer self-construal. Results from two experiments indicate that, regardless of nostalgia type, a nostalgic ad is more effective than a non-nostalgic ad with similar visuals. Personal nostalgia is more effective than historical nostalgia in ads for private consumption contexts. In contrast, historical nostalgia is more effective than personal nostalgia for public consumption contexts. The above-mentioned results hold for those whose self-construal is interdependent self-construal, not for those with independent self-construal. Based on the findings, managerial implications for advertising practitioners are provided.