Nerd Alert: Nostalgia in Advertising

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob are going back in time... sort of. They’re covering nostalgia, what it is, and why it’s become a common and highly effective tool in advertising.

Topics covered:   

• [00:45] “An Involvement Explanation for Nostalgia Advertising Effects”
• [01:00] How some people are extra susceptible to nostalgia
• [02:00] What is nostalgia?
• [03:30] Three types of nostalgia
• [07:00] Why is nostalgia so effective in advertising?
• [10:00] The connections between nostalgia, likeability, and memorability 

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Muehling, Darrel & Pascal, Vincent. (2012). An Involvement Explanation for Nostalgia Advertising Effects. Journal of Promotion Management. 18. 100-118. 10.1080/10496491.2012.646222.  
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.