How Strong is the Pull of the Past? Measuring Personal Nostalgia Evoked by Advertising

Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia.

How Strong is the Pull of the Past? Measuring Personal Nostalgia Evoked by Advertising

Altaf Merchant

University of Washington, Tacoma

Kathryn LaTour

Cornell University

John B. Ford

Old Dominion University

Michael S. LaTour

Cornell University

Management slant

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