My good old days versus those good old days: moderating effects of power distance belief and product social visibility

Abstract

ABSTRACT This research is among the first few to examine the role of consumers’ power distance belief (PDB) in influencing the effect of nostalgic ad appeal. Findings demonstrate that the stronger effect of personal nostalgia (vs. historical) is attenuated among low-PDB (vs. high-PDB) consumers, and for highly (vs. lowly) visible products. When a joint moderating effect of PDB and product visibility is tested, for highly visible products, the stronger effect of personal vs. historical nostalgic ads is found among high-PDB consumers whereas it disappears among low-PDB counterparts. For lowly visible products, the stronger effect of personal vs. historical nostalgic ads remains unchanged across high- and low-PDB consumers. These findings have important implications to marketers/advertisers on how to effectively utilize nostalgic ad appeal.