| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 92 === The movie of “A City of Sadness” has started the rebuilding of Jiu-Fen Old Street, which reappears the elegance of old days, and also drove the trend of first period old street nostalgia. Along with this trend, business people has also started to design series of activities, such as nostalgia advertisement, nostalgia subject store, ancient-modernized stylish cloth, classical old song remixed, has strongly shown the irresistible trend of this nostalgia.
According to the previous research indicated, the most significant period for the memory of nostalgia is the recall of around twenty years ago. It also indicated that the interviewers prefer subjects been around them during their teenager stage, or their early stage of becoming adult. Subjects they preferred might not be the same from different nostalgia period. (Holbrook & Schindler, 1996) However, according to the latest trend shows, consumers’ nostalgia to golden age do not necessary to have the real experience of such period by themselves, but still, could inspire their feelings of nostalgia for such period. Some nostalgia commercial products even target the young group, who shouldn’t have any bound or memory at all for such products. Therefore, this case study will use teenagers as the subject as it will help to better understanding the issue of nostalgia.
After reviewing the documents regarding the nostalgia, nostalgia advertisement, consumers’ emotion, and reference for advertisement performance, this study will particularly link the consumers’ emotion and advertisement performance under the nostalgia advertisement. It will investigate the interference effect of advertisement performance and personal nostalgia tendency under the emotions made by nostalgia advertisement. Through the experimental design of the independent sample interviewer; focusing on the issue of the nostalgia usage on the television commercial, 183 junior high school students were selected to participate this experiment in order to find out the factors of nostalgia advertisement influence to consuming behavior.
Result of this study indicates that the joyful mood of nostalgia advertisement will influence the advertisement attitude of teenagers. Besides, nostalgia advertisement will generate better advertisement attitude than non-nostalgia advertisement. But, personal nostalgia tendency will not affect advertisement effect through the consumers’ emotions.
According to the result of this study, nostalgia advertisement will bring the joyful mood to consumers, which generates impact influence to their advertisement attitudes. (Holbrook & Schindler 1989-1996) Through series of studies of understanding the influence of different subjects to nostalgia and age, they proved that it achieves the best effect when such subjects were highly bounded with the preferences of such age, and related matters of their young age. The advertisement content of this study might not be highly bounded with these junior highs, especially they just got out of the elementary period to step on the life as junior highs, life of childhood might not be that remote to them. So, the feelings of nostalgia might not be that strong. However, these commercials do raise the memory of childhood as well as friendship between playmates. This will bring these interviewers experience the joyful mood, and then, generate a nice advertisement attitude. Therefore, to the clients who pay for the advertisement, they could certainly shoot series of childhood joyful memory advertisement regarding to their product, in order to hook their memory of sweet and joyful mood during their childhood of those target consumers.
Furthermore, this study also finds out that girls’ nostalgia feelings are more than boys during the period of junior high school. It’s because the maturity of girls is more than boys, so the response of such emotional feeling will turn to be more aggressive than boys. So, the joyful feeling of nostalgia advertisement will have better effect on generating advertisement attitude should the product target the teenage girls. This study also finds out that the frequency of receiving these types of advertisements will influence their purchase intention as well. For those interviewers in this study who watched television more than four hours tend to have higher purchase intention when they saw the nostalgia advertisements.
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