The authors find that appeals for charity that evoke personal nostalgia will have an effect on the charitable-donation intentions of consumers. In study 1 with 103 respondents, nostalgic charity appeals evoke higher levels of emotions and donation intentions than non-nostalgic appeals. Study 2 457 respondents indicates that this effect is moderated by the consumer’s propensity towards being nostalgic. In study 3 sample: 186 consumers, the effect of nostalgia emotions and intentions is, in turn, moderated by the importance of the memory evoked. Nostalgia-based charity appeals work better when they evoke important memories for the consumer. The results indicate that advertising/fund-raising professionals can effectively use nostalgia to stimulate donations.
Source: “Nostalgia Drives Donations: The Power of Charitable Appeals Based on Emotions and Intentions” from Journal of Advertising Research
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