The marketing power and potential of nostalgia
False. Research has found that while nostalgia can work in some situations and with certain people it does not always prove to be a successful marketing strategy. According to a University of South Australia study, nostalgia can “be an effective marketing strategy” if it is used properly. However, the research also found that nostalgia “may not be beneficial for all consumers or in all cultural situations” (Wang & Purcal, 2020). Similar to this, the American Psychological Association conducted a study and concluded that nostalgia can be used as a way to connect with consumers, however it doesn’t work well for all (Berman 2017, 2017). While nostalgia has the potential to reach certain audiences with ease, it’s not an effective way of ensuring success. Cont…
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