Informative vs nostalgic advertising and their impact on brand’s attitude and purchase intention

This study examines the impact of nostalgic and informative advertising appeals on consumers’ decision-making. It also looked at how nostalgic and informative advertising appeals interact with consumers’ level of involvement (i.e., high vs. low) to influence consumers’ attitudes toward the advertisement, bran,d and purchase intention. A 2x2 An experimental factorial design was used. A sample of 124 people participated in the study. The findings suggest that nostalgic ads, especially in low-involvement situations, generate a more positive impact on attitudes than informative ads. For high involvement, the result shows that both nostalgic and informative ads have a similar effect on attitudes and purchase intention. These results advance our knowledge of the strategic applications of both nostalgic and Informative ad appeals.

Name thesis:degree_name

M.S.

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Advertising

Grantor

University of Illinois Urbana-Champaign

Year dc:date

2025

Author dc:creator

• Faisal, Naufil Bin

Contributors dc:contributor

• Sar, Sela
• Ham, Chang Dae
• Hitchon, Jacqueline

• Informative
• Nostalgic
• Ad Type
• Involvement
• Manipulation
• 2x2

Statement dc:rights

• Copyright 2025 Naufil Faisal

Language dc:language

en, eng

Handle dc:identifier

https://hdl.handle.net/2142/129235

OAI record oai:identifier

https://www.ideals.illinois.edu/oai-pmh?verb=GetRecord&metadataPrefix=etdms&identifier=oai%3Awww.ideals.illinois.edu%3A2142%2F129235