| dc.description.abstract | “Nostalgic type” is the object which could evoke the nostalgic emotion, and an individual have experience or not. There are personal nostalgia, historical nostalgia, and non-nostalgia. The dependent variables include the nostalgic emotion, advertising attitude, and brand attitude. In the study, we use fictitious brand “drink” as the brand of the advertisement. There are four studies. The questionnaires of the first, second, and third study we use the internet to release. The questionnaires of the fourth study we use the internet and face to face to release. There are five hundred and twenty questionnaires is effective.
Study outcome:
1. There are not difference between personal nostalgia and non-nostalgia which evoke the nostalgic emotion. That indicate the different color of the personal nostalgia and non-nostalgia doesn’t influence the nostalgic emotion.
2. There are not difference between personal nostalgia and historical nostalgia which evoke the nostalgic emotion.
3. Compare with the unfavorable product attribution, the favorable product attribution could evoke higher nostalgic emotion.
4. When the product attribute is favorable, personal nostalgia could evoke higher nostalgic emotion.
5. Compare with low situation involvement, the high situation involvement could cause higher advertising attitude and the attitude of brand.
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