Marketing nostalgia : engaging consumers through emotional memories. A study of Super Bowl advertising’s impact on consumer behavior

Vachon, Coline Marie Muriel

http://hdl.handle.net/10400.14/53839

Use this identifier to reference this record.

Name:	Description:	Size:	Format:
203905865.pdf		755.79 KB	Adobe PDF	Download

Send Feedback

Authors

Vachon, Coline Marie Muriel

Advisor(s)

Fernandes, Daniel

Abstract(s)

This dissertation examines the role of nostalgia marketing in engaging consumers through emotional memories, focusing on Super Bowl advertisements. Nostalgia, a bridge between past and present, resonates deeply with consumers by evoking cherished memories. The study investigates how nostalgic advertising influences emotional engagement, brand loyalty, and purchase intentions. Using a quantitative approach, data were collected via an online survey of American residents, assessing nostalgic tendencies, emotional responses, and perceptions of Super Bowl commercials. Statistical analyses revealed that nostalgic advertising significantly boosts emotional engagement, especially during culturally relevant events like the Super Bowl. While demographic factors had minimal direct impact, the perceived importance of Super Bowl commercials enhanced the nostalgic effect. The findings emphasize nostalgia’s strategic role in fostering brand loyalty and consumer connection. Marketers can utilize nostalgic elements such as music, visuals, and storytelling to create impactful campaigns. This research contributes to the academic understanding of nostalgia marketing and highlights its potential in diverse cultural and event contexts.

Esta dissertação explora como o marketing de nostalgia utiliza memórias emocionais para engajar os consumidores, com foco nos anúncios do Super Bowl. Ao conectar passado e presente, a nostalgia aumenta o engajamento emocional, a lealdade à marca e as intenções de compra. Dados de uma pesquisa online com residentes americanos revelam que a publicidade nostálgica, particularmente durante eventos culturalmente significativos, aumenta o engajamento emocional. Embora os fatores demográficos mostrem influência direta limitada, a importância percebida dos comerciais do Super Bowl amplifica o impacto da nostalgia. Estes insights destacam o papel estratégico da nostalgia na criação de campanhas de marketing poderosas e oferecem uma base para futuras pesquisas em contextos diversos.

Keywords

Nostalgia marketing Emotional engagement Super Bowl advertisements Consumer behavior Marketing de nostalgia Engajamento emocional Anúncios do Super Bowl Comportamento do consumidor