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http://dx.doi.org/10.5392/JKCA.2018.18.04.077

The Effects of the Verbal Anchoring in the Nostalgia Ads -The Moderating Role of Nostalgia Familiarity, product type-  

Kim, Sung-Jae (신라대학교 광고홍보학과)
Publication Information
The Journal of the Korea Contents Association / v.18, no.4, 2018 , pp. 77-88 More about this Journal
Abstract
In this study, we conducted an experiment with the 219 undergraduates to find out the controlling effects of the verbal anchoring (low, high, non) in the nostalgia ads and the consumers' responses according to the product types (emotional/rational). The results suggest the higher the standards of the effects of the verbal anchoring are, the more favorably the preferences to the ads and the purchasing intention are formed regardless of the existence of the nostalgia. The following reveals that the controlling effects of the verbal anchoring in the nostalgia ads have differences between the purchasing intention and the preferences to the ads as to both the nostalgia familiarity and the product types. In the preferences to the ads in case that the standards of the effects of the verbal anchoring are low, the differences between familiarity group and non familiarity one are not noticeable but in the purchasing intention the differences between the low case and non of the standards of the effects of the verbal anchoring are a little more noticeable.
Keywords
Nostalgia Advertising; Verbal Anchoring; Nostalgia Familiarity; Product Type;
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