Translated Titles

Back to the Golden Age: When Economic Insecurity Enhances the Effectiveness of Nostalgic Appeal




楊俊明(Chun-Ming Yang)

Key Words

經濟不安全感 ; 懷舊訴求 ; 生命意義 ; 品牌真誠性 ; economic insecurity ; nostalgic appeal ; meaning in life ; brand authenticity



Volume or Term/Year and Month of Publication

34卷4期(2017 / 12 / 01)

Page #

577 - 605

Content Language


Chinese Abstract


English Abstract

In this research, four studies examined the idea that perceived economic insecurity promotes the effectiveness of nostalgic appeal. This research contributes to the stream of economic insecurity literature in the field of consumer research by extending the possible downstream consequences. This article also expands on the potential antecedents influencing the effectiveness of nostalgic appeal. Given current global economic uncertainties, the findings presented in this article provide important implications for marketing practitioners. The results indicated that both chronic (Study 1 and Experiment 1) and temporarily manipulated (Experiments 2 and 3) perceptions of economic insecurity can lead to more favorable consumer responses (i.e., reports of higher purchase intention) to nostalgic (versus nonnostalgic) ads. This occurs because perceived economic insecurity reduces consumers' sense of meaning in life and nostalgic ads can restore consumers' sense of meaning in life. Experiment 3 demonstrated that consumers' perceived brand authenticity moderated the effect of economic insecurity on consumers' purchase intention. Results revealed that for respondents who perceived high brand authenticity, purchase intentions were affected by perceived economic insecurity. By contrast, participants who perceived low brand authenticity were not affected by perceived economic insecurity.

Topic Category 社會科學 > 管理學
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Times Cited
  1. 楊俊明(2019)。經濟不安全感對消費者我族主義之影響。管理學報,36(2),117-150。