Old Songs Never Die: Advertising Effects of Evoking Nostalgia With Popular Songs
In: Journal of current issues and research in advertising, Band 35, Heft 1, S. 29-49
ISSN: 2164-7313
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In: Journal of current issues and research in advertising, Band 35, Heft 1, S. 29-49
ISSN: 2164-7313
In: Asia Pacific journal of marketing and logistics, Band 22, Heft 3, S. 314-329
ISSN: 1758-4248
PurposeWhen using popular music in advertising, the songs' release period (nostalgia) and the lyrics' relevance to the product are two important characteristics but neglected in previous music‐related studies. The purpose of this paper is to investigate the effects of these two variables on consumers' responses to advertisements.Design/methodology/approachA 2 × 2 experimental design was used to examine the effects of a song's period and the lyrics' relevance. The hypotheses were tested with a structural equation analysis.FindingsPreviously heard old songs have positive ad effects due to evoking consumers' good moods or by generating more favorable nostalgia‐related thoughts. High‐relevance lyrics facilitate the production of favorable ad execution‐related thoughts, which improve ad attitude directly and indirectly through good moods.Research limitations/implicationsOnly undergraduate students are sampled. Further, the experiment focuses solely on music‐dominated ads for low involvement products.Practical implicationsFor advertising targeting the young generation, the use of a popular song released during their childhood can elicit feelings of nostalgia and lead to good moods as well as favorable brand attitudes. Such effects, can be strengthened by high‐relevance lyrics.Originality/valuePlacing a previously heard popular song in a TV ad can evoke nostalgic feelings and generate favorable ad effects even when the product and other ad design elements are not related to nostalgic themes. The persuasion mechanism of nostalgia follows a dual‐route process, in which the cognitive route seems to be more influential than the affective route. The importance of lyrics' relevance is demonstrated to the extent that its impact on brand attitude can exceed that of song's nostalgia.
In: Journal of current issues and research in advertising, Band 33, Heft 2, S. 282-300
ISSN: 2164-7313
In: The journal of psychology: interdisciplinary and applied, Band 145, Heft 5, S. 481-506
ISSN: 1940-1019
In: International journal of human resource management, Band 17, Heft 11, S. 1951-1975
ISSN: 1466-4399