개인적 노스탤지어 광고에 대한 소비자의 반응과 브랜드평가

The hitherto studies on nostalgic advertisements have not agreed on classification of theadvertisements by type and have not yet made full-fledged investigation about the cognitiveand affective responses to and brand evaluation effects of such advertisements. Nostalgia may be construed as positive feeling, affection and emotion associated with theideas, events or persons that consumers either have experienced in the past or not, andnostalgic advertisements are therefore thought to help consumers define their own identity byconnecting their past with their own self and form an affective and mental memory networkamong themselves, advertised goods and brand names. Moreover, consumers' emotional redemptionfrom negative feeling to positive one is deemed to exert positive impact on evaluation of theadvertised brand as well. A particular focus is laid in this study on self-agency and communionnostalgic ads in an attempt to find out cognitive and affective response differences of consumersbetween the ads and to search for redeemed emotion and evaluation effects of the advertisedbrand. For these purposes, self-agency and communion ads and copies instilling nostalgia weredeveloped. The results of empirical analyses are as follows: First, awareness of self-agency in theself-agency nostalgic ads was found to have positive influence upon self-positivity and sympathy. Second, the self-positivity and sympathy turned out to make consumers feel promotion emotionpositively. Third, the promotion emotion induced by the advertisements exerted positive effectupon brand evaluation. Fourth, it was also found that self-agency awareness exercised directimpact upon brand evaluation. Fifth, the perception of communion induced from the communion nostalgic advertisement turned out to have positive influence upon social connectedness andempathy. Sixth, the social connectedness and empathy prompted prevention emotion positively. Seventh, the prevention emotion caused by the advertisement affected brand evaluation in apositive way. Eighth, it also became clear that the perception of communion exercisedimmediate impact upon brand evaluation.