In the marketing field, professional use numerous strategies to ensure they create and implement effective and among them include nostalgia marketing. By definition, nostalgia marketing evokes pleasant memories that a target group or a person had in the past. However, a person doesn’t have to be part of the memory being advertised.
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For instance, a beverage company can create a nostalgic advert that takes the viewer through the experience that customers had in the past with the beverage. The presentation is designed to connect and create a wish that a person had been part of such an experience. To meet this need, the advert then presents the popular beverage, and this prompts a consumer to feel that they share in the history and progress of the beverage. Nostalgia marketing creates a link through which a consumer appreciates the past and connects it to the present times.
In nostalgia marketing, the customers get a chance to enjoy a sense of belonging and connect with a bigger societal purpose or group. When experiencing this moment, the consumer gets loose with money and is ready to spend more. According to (Pickering and Keightley) research affirms that nostalgia marketing improves customer’s likelihood to purchase. Possible explanations are that people have two means to fulfill their desires for goods, either making purchases or exploiting social connections. In this case, the customers feel a sense of social connectedness. One can escape loneliness and isolation and celebrate being part of a perceived social group. The condition for joined the social circle is spending some money and customers perceive it as a cost worth incurring.
Pickering, Michael, and Emily Keightley. “”Retrotyping and the Marketing of Nostalgia.”” Media and Nostalgia
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