Nostalgia: “SenEmental longing for one’s past.” Nostalgia MarkeEng: “Invoking misty, watercolored memories of the past to woo consumers into buying products in the present.” (Ellioi 2012) IntroducEon Study 1 : The mindset x ad orientaEon interacEon was significant for intenEons to share with Facebook friends (F (1, 84) = 4.40, p = .039). The interacEon was not significant for aktudes towards the bike. The sharing interacEon occurs because nostalgic mindset consumers are more likely to share a nostalgic ad with Facebook friends than a non nostalgic ad (M = 1.87 vs. 1.05; t (42) = 2.39,p = .02) Nonnostalgic mindset consumers did not show such difference (M = 1.45 vs. 1.59; t (42) = .50, p = .62). Study 2: The mindset x ad orientaEon was significant for engagement (p<.05) and aktude toward the bike (p<.05). This effect occurs because those in a nostalgic mindset were more likely to share (like the bike in a nostalgic ad than a control ad , but those in a control mindset were equally liked to share both ads. and to like the product. Background The Matching Hypothesis People who feel nostalgic are more likely to share adverEsing informaEon that evokes nostalgia and form a more favorable aktude toward the adverEsed product. For people who do not feel nostalgic, whether the adverEsing evokes nostalgia or not will not affect their adverEsing sharing behavior or their aktude toward the adverEsed product. Procedure Sample: 123 undergraduate students from University of Iowa and University of BriEsh Columbia Female: 42.5%, Age: 17 – 35 (Avg. 20.1) Mindset (Control vs. Nostalgia) WriEng assignment about either: 1. Typical day 2. Happy holiday family event Ad Type (Control vs. Nostalgia) • Copy and color of images manipulated DV1) Engagement DV2) Aktude towards the ads DV3) Aktude towards the product Demographics QuesEons Methods and Procedure Future research: •What makes an ad nostalgic? •Does matching affect price willing to pay for a product? •Are there individual differences in the matching hypothesis (e.g. selfmonitoring? Conclusions Main Effect of Nostalgia: Previous research shows that ads featuring nostalgic design elements induce higher brand name/message recall, ad preference and involvement than those without the nostalgic elements (Mueling & Pascal 2012; Muehling & Sproi 2004) In addiEon, ads with nostalgic design elements are likely to be discussed with others and eventually increase retenEon of the ad message (Unger, McConocha, & Faier 1991) Our ContribuEon: The “Matching Hypothesis” (an interacEon effect) Results Figure 3. Survey of the QuesEons Chart . Study 1 Graphic Results. REPLACE THIS BOX WITH YOUR ORGANIZATION’S HIGH RESOLUTION LOGO STUDY 1 STUDY 2 1.45 1.05 1.59 1.87 0 1 2 3 4 5 Control Nostalgic Sharing IntenEons Mindset Sharing IntenEons Control Ad Nostalgic Ad Chart. Study 2 Graphic Results 1.9556 1.1724 1.5362 1.8214 0 1 2 3 4 5 Mindset Engagement (Like + Share + Comment) Control Ad Nostalgic Ad Control Nostalgic 4.2258 3.4194 3.0238 4.2069 0 1 2 3 4 5 Aatudes Toward Product Control Ad Nostalgic Ad Control Nostalgic Mindset Young Kyu Kim, PhD student; Jing (Alice) Wang, PhD; Catherine A. Cole, PhD; Presenter: Yuefeng Pan, B.B.A; MarkeEng Department, University of Iowa NOSTALGIC DESIGN IN FACEBOOK ADVERTISING: WHEN IS IT EFFECTIVE? Figure 1. Control Ad Figure 2. Nostalgic Ad. Figure 1. Control Ad Figure 2. Nostalgic Ad