@inbook{fcec1f4263e64bb192123ce2b7fbd287,
title = "Developing an Advertising Personal Nostalgia Intensity Scale",
abstract = "Personal nostalgia is a longing for a past that has been personally experienced (Baker and Kennedy 1994) along with the things, memories and people associated with that past (Goulding 2001). Personal nostalgia has been found to influence preferences for certain products and services (Braun-LaTour, LaTour and Zinkhan 2007), which has resulted in an increasing use of personal nostalgia in advertising for consumer goods and services like colas, cereals, beer, insurance and banking (Sullivan 2009). To date, however, the scales that have been developed have measured the propensity to get nostalgic, but they do not measure the actual dimensions of the nostalgic experience as evoked by marketing communications. This research employed two separate studies in establishing a scale to measure the intensity of the experiencing of personal nostalgia. The qualitative work utilizing focus groups along with the literature suggested a starting pool of 107 items, which was reduced through several steps to a final set of 34 items loading into four separate factors: cognitive, physiological, positive emotions and negative emotions. Suggestions for future research and potential managerial implications are provided.",
keywords = "Consumer Good, Focus Group, Negative Emotion, Positive Emotion, Separate Study",
author = "Altaf Merchant and Ford, {John B.} and Kathryn LaTour and LaTour, {Michael S.}",
note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",
year = "2015",
doi = "10.1007/978-3-319-11797-3_110",
language = "English (US)",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "193",
booktitle = "Developments in Marketing Science",
}