Do You Remember? A Comparison of Nostalgic Ad-Evoked Responses by Baby-Boomers and Generation Y

Abstract

The purpose of this study is to assess emotions and attitudes induced by nostalgic advertisement in the age cohorts baby-boomers and generation Y. The results presented in this working paper are derived from the first... [ view full abstract ]

Authors

  1. Bettina Beurer-Zuellig (Zurich University of Applied Science)
  2. Senem Kavci (Zurich University of Applied Science)
  3. Melanie Moeckli (Student)

Topic Area

Consumer Behaviour Track: Click here for the Consumer Behaviour track

Session

PT2-CB6 » Consumer Behaviour (11:00 - Wednesday, 8th July)

Paper

Working_Paper_BBZ_SK_MM_revised_Proofread_20150503.pdf

Presentation Files

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