Abstract
Nostalgia-based marketing strategies have garnered significant attention in recent times owing to their ability to evoke deep emotions and influence consumer behaviour. However, the success of nostalgia-based marketing is not a foregone conclusion. The effectiveness of nostalgia depends on the characteristics of the product and the target audience. This study uses qualitative research to explore the boundaries of strong nostalgia-triggered feelings in two different entertainment products: the 2015 video game Pokémon Go and Disney’s 2023 remake of The Little Mermaid. Interpretative analysis revealed two key concepts that are crucial to understanding target audience attitudes and behaviour: habituation and changes in the core features of the original product. A delicate, nuanced balance is required between respect for the essence of the original nostalgic product and the introduction of innovations to prevent habituation. This balance is crucial in order to preserve the core features that lead to the formation of personal and collective childhood memories.
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