Nostalgia

Nostalgia is the feeling we get when we are reminded of the past. When something from your past comes back and all the feelings, emotions, and memories from that time all come flooding back. Except that with nostalgia these memories aren't fully accurate, because we only remember the positive moments. This is why nostalgia has such power to make us happy. This is also why it’s important in marketing.

How is nostalgia used in marketing? Well, there are many different ways that a business can inject nostalgia into their marketing. They fall into two main categories: Nostalgia for the brand, and nostalgia for the consumers’ past. Brands often use their logos, jingles, mascots, or even adverts from their past. By using key marketing elements from their main target audience’s past, they can invoke nostalgia about the brand’s past, and the role it had in the consumer’s past. But, adverts often create “old” home-video footage, music from an audience's teenage years, or included significant objects from the time period. These things do not relate directly to the brand, but the brand is able to create the same nostalgic feeling.

Nostalgia has a strong impact on consumer behaviour and buying intention, as it strengthens the relationship between customer, and brand, and reinforces brand loyalty. When the consumer is reminded of the brand in their past, they remember how long they have been using the brand, how the brand has “been there for them” throughout their life, and may feel comforted by the brand. These all result in the consumer buying from the brand, to affirm their loyalty, or returning to the brand as a sign of regained brand loyalty.

The next important influence nostalgia has on marketing is happiness. As I mentioned, nostalgia results in only positive memories. Consumers therefore feel happy, and happiness has been shown to increase memory and retention of information. As such, the brand and their advert is more likely to be remembered by the consumer, and come to mind next time they are buying their products. 

However, this is not the only benefit of the happy emotions created by nostalgia. In a previous blog, I discussed brand associations and conditioning (read here). Nostalgia can play into this approach, through happy emotions. When the advert creates a positive emotion through nostalgia, the consumer will begin to associate this happiness with the brand, therefore creating a positive brand image in the consumer’s mind.

Finally, it can be stated from all discussed evidence, that nostalgia has a strong impact on consumers. However, it must also be noted that nostalgia also has the power to encourage consumers to spend more money! Studies showed that thinking about the past made consumers more willing to part with their money, and have less concern about the price of products. Nostalgia makes them feel satisfied, and socially connected, therefore they have reduced control over their spending.

Now you understand the impact of nostalgia, maybe you will begin to notice it in your everyday life. Please comment below your favourite example of nostalgia advertising. Also please share this blog, and follow us on social media and come back next week for another blog on psychological marketing.

-- From Marketing to Mind --