Impact of Self Concept on the Effectiveness of Different Nostalgia Appeals
自我概念对两类怀旧广告诉求有效性的影响

Nostalgia,a yearning for the past,has become so ubiquitous in the popular culture that it is frequently referred as a nostalgia boom in many public media,and has been a popular research topic.As nostalgia continues to expand in its depth and scope,nostalgia themes are frequently seen in consumer advertising that matches consumers' carving for nostalgia.However,research on nostalgia advertising remains scarce and the communication effectiveness of such ads is not well understood nor do researchers and practi...