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首页> 外文期刊>Applied cognitive psychology >When nostalgia marketing backfires: Gender differences in the impact of nostalgia on youthfulness for older consumers
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When nostalgia marketing backfires: Gender differences in the impact of nostalgia on youthfulness for older consumers

机译：当怀旧营销遭遇返回时：怀旧对老年消费者青春影响的性别差异

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摘要

Two studies are conducted to test how consumers respond differently in feeling nostalgic depending on age and gender. Study 1 uses narrative writing tasks to empirically test the effect of nostalgic versus nonnostalgic feelings on youthfulness by age and gender. To increase the external validity of our findings in Study 1, Study 2 replicates it using print ads. The results across the two studies consistently reveal a significant effect of nostalgia on feelings of youthfulness that differs by age and gender. Specifically, older women tend to feel less youthful than older men when nostalgic feelings are induced in both studies, whereas younger adults experience no gender difference. Results also show that these differences are explained by self-discontinuity between current and ideal body image. Furthermore, we identify that nostalgic feelings in advertising are effective because they generate positive feelings of youthfulness that in turn result in positive attitudes toward the ad.
机译：进行两项研究以测试消费者如何根据年龄和性别感到怀旧的反应。 研究1使用叙述性写作任务来凭经验测试怀旧与非终止情绪对年轻人和性别的影响。 为了提高研究中发现的外部有效性1，研究2使用印刷广告来复制它。 两项研究的结果一直揭示怀旧对年龄和性别不同的青春情绪的显着影响。 具体而言，当在这两项研究中诱导怀旧的感受时，老年女性往往比老年人更少年轻，而年轻人没有性别差异。 结果还表明，这些差异是通过当前和理想身体图像之间的自断解释的。 此外，我们确定广告中的怀旧情绪是有效的，因为它们产生了积极的年轻感受，反过来导致对广告的积极态度。

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