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July 9, 2026Journal of Advertising

Conceptualizing and Measuring Nostalgia for Eras

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Authors

MFMatthew FarmerCWCaleb Warren

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Overview

Randomized trial shows how consumer nostalgia for different eras influences ad effectiveness, suggesting new marketing strategies.

Key Points

  • This research aims to define and measure nostalgia specifically for different historical eras, enhancing marketing strategies.
  • Developed a scale to measure nostalgia for eras based on qualitative analysis of narratives and advertisements.
  • Conducted five studies to validate the scale and assess its predictive power regarding consumer responses to nostalgic ads.
  • Analyzed consumer responses to advertisements evoking different historical periods.
  • The new scale demonstrated strong validity in measuring nostalgia for eras.
  • Predictive analyses showed that consumers with higher nostalgia scores responded more favorably to ads targeting specific eras.
  • Empirical findings provide a basis for marketers to tailor nostalgic advertisements more effectively.

Cite This Study

Farmer et al. (2026) studied this question.

synapsesocial.com/papers/6a4f39a72b81a944af5746b1https://doi.org/10.1080/00913367.2026.2686662
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