TY - CHAP
T1 - The Use of Childhood Icons in Nostalgic Appeals for Charity.
AU - Merchant, Altaf
AU - LaTour, Kathryn
AU - Ford, John B.
AU - LaTour, Michael S.
N1 - Publisher Copyright:
© 2016, Academy of Marketing Science.
PY - 2016
Y1 - 2016
N2 - In the current inquiry we add to the emerging research (Ford and Merchant, 2010; Merchant, Ford and Rose, 2011; Zhou, Wildschut, Sedikides, Shi and Feng, 2011) on the influence of nostalgia on charitable donations, by examining the role of childhood icons. We contend that marketers can bank on the value of consumer memories but there are aspects, like icons, that they shouldn’t messed with when trying to appeal to the past, such as PBS’ move to promoting Cookie Monster as Veggie Monster.
AB - In the current inquiry we add to the emerging research (Ford and Merchant, 2010; Merchant, Ford and Rose, 2011; Zhou, Wildschut, Sedikides, Shi and Feng, 2011) on the influence of nostalgia on charitable donations, by examining the role of childhood icons. We contend that marketers can bank on the value of consumer memories but there are aspects, like icons, that they shouldn’t messed with when trying to appeal to the past, such as PBS’ move to promoting Cookie Monster as Veggie Monster.
UR - http://www.scopus.com/inward/record.url?scp=85125273532&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85125273532&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-24184-5_29
DO - 10.1007/978-3-319-24184-5_29
M3 - Chapter
AN - SCOPUS:85125273532
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 111
BT - Developments in Marketing Science
PB - Springer Nature
ER -