The Influence of Nostalgic Advertising on Brand Consideration and Choice

Abstract

This research was carried out in order to determine how nostalgia-based advertisements impact the lives of consumers, and how these advertisements can be used to influence the purchase decision of consumers, making them purchase certain brands and products based on their nostalgia. Consumers therefore feel a sense of belongingness with a certain brand. The literature review explains in detail the aspects of various factors that play a role in influencing brand consideration and choice of product through nostalgic advertisements. The method applied was qualitative, in which interviews from a specified population were conducted and analysis has been conducted by comparing and contrasting the responses of respondents with the literature review as in chapter 2. Keywords: Nostalgic Advertisement, brand consideration, choice of product, impact of advertising, nostalgia.