Nostalgia advertising and young Indian consumers: The power of old songs

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Asia Pacific Management Review, ISSN: 1029-3132, Vol: 22, Issue: 3, Page: 136-145

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Hsuan-Yi Chou; Divya Singhal
Elsevier BV
Business, Management and Accounting
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article description
India's population of 1.2 billion suggests a large consumption potential; therefore, understanding Indian consumer behavior is very important for local, national, and international companies and marketers. Innumerable Indian TV ads use old Bollywood songs; however, little research has explored the effects of such songs on Indian consumers. This research explores the nostalgia-inducing ability of old songs used in Indian TV ads, compares the advertising effects of different nostalgic types, and examines the possible moderation of singer gender, gender match-up between singer and audience, and product involvement. The empirical results indicate the following: (1) old songs can evoke different nostalgic feelings; (2) historical nostalgia songs generate better ad effects on young Indian consumers, especially songs sung by female singers, are gender mismatched, and used to promote high involvement products; and (3) personal nostalgia songs lead to better ad effects only for low involvement products.