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The Impact of Nostalgic Advertising on Consumer Willingness to Donate During a Crisis

In: Nostalgia Marketing

Author

Listed:
  • Marco Pichierri

    (University of Bari “Aldo Moro”)

Abstract

The Chapter aims at verifying the effectiveness of nostalgia-based appeals as possible drivers of consumers’ charitable giving decisions. Using charitable organizations involved in fighting COVID-19 as a focal point, the study proposes a conditional moderated mediation through which the effect of a nostalgic advertisement on individuals’ donating intention is mediated via advertising believability, with this mediation path being moderated in two stages by the importance that consumers attribute to tradition and by their prudence. The results advance extant knowledge on the effect of nostalgia in charitable giving decisions and shed light on the role of some consumer traits in regulating this mechanism. The findings provide useful insights for marketers operating in the charity industry, which may benefit fro using charity appeals that are deliberately designed to elicit nostalgia.

Suggested Citation

  • Marco Pichierri, 2023. "The Impact of Nostalgic Advertising on Consumer Willingness to Donate During a Crisis," Springer Books, in: Nostalgia Marketing, chapter 0, pages 77-93, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-20914-7_3
    DOI: 10.1007/978-3-031-20914-7_3
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