Intergenerational Appeal In Nostalgic Market: Bridging The Generational Gap

Abstract

The growing market sector, which is very much inclined towards the emotions- driven marketing strategies, has brought much focus on nostalgia as an instrument used to influence consumers through advertising. . Understanding meaning of nostalgia in an individual’s help us to predict consumer behaviour and their purchase intention in industries like food, entertainment, technology, fashion, and many more. However using nostalgia in the market sector can also be result in great market engagement and also help in bridging the generational gaps appealing to both old consumers who experience certain eras first hand and young consumers who are eager and curious and ideal about those times. This research study examines the subjective experiences of nostalgic feelings and how likely they are with the revival of these nostalgic in the market and its impact across two different generations. Furthermore, the study focuses on the impact of nostalgic and non-nostalgic commercials across two generations of consumers, and how it impacts their emotions and purchase intention. Therefore, the study also aims to examine the influence of age on both nostalgic and non-nostalgic products in the market sector. However, this study also helps us to understand how various advertising can impact our emotion both positively and negatively, and it also shapes our behavioural response, i.e purchase intention. The present study provides both theoretical and practical implications. Theoretically, nostalgia enhances the market effectiveness, but if we look at its practical implications, it gives insight that the marketers should not complete rely on nostalgia, there are also many others which triggers nostalgia for instance, particular age group, sustainability of the product, sentimental values attach towards it, authenticity and traditionalness of the product. All these factors collectively contribute towards the usefulness of the nostalgic feeling and the behavioural responses on the consumers across the generation. Therefore, interplay of all these factors play a major in the market engangement and brand loyalty.