Reaching Back to Our Roots : Effectiveness of and Explanation for Nostalgia as an “Organic” Food Advertising Strategy
Marketers often use message strategies that appeal to planetary and health concerns. However, there is some indication that nostalgia may play a role in consumers’ organic food decisions. This study examines the effectiveness of nostalgia-themed versus non-nostalgia environment-themed advertising on consumers’ attitudes toward the ad, brand, and purchase intentions using organic food as a green marketing context. A two-group controlled experiment (N= 302) found support for the hypotheses that nostalgia-appeals elicit more favorable attitudes toward the ad, the brand, and purchase intention than non-nostalgia, environment-themed organic food advertising. The nostalgia effect held true regardless of the individual consumers’ (a) nostalgia proneness and (b) past family experiences with cooking and mealtimes. The study tested and found support for the cognitive and affective advertising involvement as a mechanism by which nostalgia organic food advertising affects consumer preferences. Suggestions for organic food advertising and further research are provided
Year of publication: |
2022
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Authors: | Ofori-Parku, Sylvester Senyo ; Chansiri, Kay |
Publisher: |
[S.l.] : SSRN |
Subject: | Bio-Lebensmittel | Organic food | Werbewirkung | Advertising effects | Werbung | Advertising |
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