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Nostalgia Marketing

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Nostalgia Marketing

The main purpose of this paper is to examine the existing literature and research that has been developed regarding the use of nostalgia as a marketing strategy both in its use in advertisement as well as in products that try to generate a nostalgic response in the customer. The main definitions and causes of nostalgia will be examined and the applications that nostalgia can have to modern marketers.

The use of nostalgic motives has been increasing since the early nineties from the re-introduction of the mini cooper by BMW and the launch of the New beetle by Volkswagen, to the recent resurgence of 1980´s themes like Transformers and The A – team, as well as the use of pop culture icons and old music in …show more content…

(Schindler and Holbrook, 2003)

Holak and Havlena (1998) complement this definition by stating that nostalgia is not a preference for these objects but that is a feeling or mood produced by the association of these objects with their past, a relationship that other objects do not have and therefore they have a preference for the objects that produce the nostalgic responses.

Research has been conducted to understand the motives of this nostalgic response to certain objects and experiences, a study by Holak and Havlena (1992) tries to identify the most recurrent motives in nostalgia, through the

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