The Impact of Advertising Media and Nostalgic Appeal Types on Consumer Attitude and Purchasing Behavior: A Case Study of Minoo Company

The present study has investigated the impact of advertising content containing personal and historical nostalgic appeal in two mediums of advertisements, including teasers and posters, upon the attitude and purchase behavior of consumers. To this end, data was gathered applying a questionnaire distributed among 300 participants belonging to the 1360s generation. Participants were randomly divided into six groups based on 3×2 factorial design, i.e., 3 (advertisement appeal: personal, historical, and non-nostalgic conditions) × 2 (advertisement type: teaser, poster), participants were randomly divided into six groups. The following intervention, through presenting audio-visual content, statistical analysis was carried out. According to ANOVA analysis, at 95% significance level, it was found that when the advertisement type was a poster of historical nostalgia, the attitude toward advertisement was the highest. Once the advertisement was a teaser of historical nostalgia, the evoked nostalgia was the most. Besides, when the advertisement was a poster of historical nostalgia, the purchase intention was found at the highest level. Therefore, it is concluded that teasers with historical nostalgia appeal evoke the highest nostalgia, and posters with historical nostalgia appeal generate the highest attitude toward advertisement and purchase intention. However, brand attitude does not vary significantly based on different appeals.