怀旧广告果真为销售万灵丹 从集体怀旧观点 - 台湾行销科学学会.pdf

117 146 懷舊廣告果真為銷售萬靈丹？─從集體懷舊觀 點探討懷舊廣告對台灣嬰兒潮世代的影響 Is Nostalgia Advertising the Elixir for Sales? A Study of Nostalgic Adver- tisements on the Baby Boomers from the Perspective of Collective Nos- talgia Chih-Hui Hsiao 369 Baker and Kennedy 1994 (1) (2) (3) (4) (5) Abstract Based on three pretests, we determine the experimental tool to be the Nostalgia advertisement film shot a decade ago by Wan Ja Shan soy bean sauce. The research examinees include 369 persons born in the baby booming period. Having the examininees watch the Nostalgia advertise- ment film, we study their cognition, emotion, perception, and behaivior intention about Nostalgia advertisement. We also study how the interde- pendent self-construal influences emotion and advertising effectiveness. Compared with other studies, our study is distinct in studing the interde- 117 Taiwan Journal of Marketing Science Vol. 8, No. 2, pp.117146 TJMS pendent self-construal, behavior intention, and emotions after watching a Nostalgia advertisement film. We arrive the following conclusions. First, consumers’ advertisement cognition positively influences consumers’ Nostalgic emotion. Secon