Title: Developing a sequential framework for nostalgia deployment: the Indian context

Authors: Varsha Jain; Komal Chandani; B.E. Ganesh

Addresses: MICA, Shela, Ahmedabad, India ' GroupM Commerz, 8th floor, International Business Park, Oberoi Garden City, Goregaon East, Mumbai, India ' MICA, Shela, Ahmedabad, India

Abstract: Nostalgia is a universal and persistent phenomenon that has been encountered and experienced globally. This proliferation has translated itself into usages in magazines, television and advertising. Despite this, there are no actionable frameworks that have provided the most effective means of using nostalgia in advertising. This study uses qualitative research methods with 63 individuals, specifically, four focus group discussions (FGDs), ten cases for netnography and 18 interviews. Thus, we created a comprehensive and actionable framework that offers a sequential use of nostalgia in advertising. This framework has three categories: nostalgic emotional reaction, nostalgic cognitive reaction and nostalgic behaviour reaction. The first category referred to the meaning, expression, experience and allusions to nostalgia. The second category was related to iconic brands, centrality in life, nostalgic ads and digital platforms and utopian spaces and experiences. The third category was associated with aura and the verification of the message.

Keywords: nostalgia; advertising; India; consumer behaviour; emotional reactions; cognitive reactions; nostalgic reactions; nostalgic behaviour.

DOI: 10.1504/MEJM.2016.079758

Middle East Journal of Management, 2016 Vol.3 No.3, pp.244 - 265

Received: 02 Jun 2016
Accepted: 12 Jun 2016

Published online: 12 Oct 2016 *

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