CAJ | 학술논문

在怀旧风潮盛行的大背景下,怀旧广告日益受到了广告主的青睐。然而,由于怀旧诉求未能正确匹配目标受众,导致一些怀旧广告的无效甚至是起反面效果。基于此,通过区分个人怀旧诉求和虚拟集体怀旧诉求,并将其联结于消费者的两种自我概念形态（独立自我与互依自我）,经由两个实验探查了受众的自我概念形态对不同怀旧广告诉求的反应。实验一采用2（怀旧诉求：个人怀旧与虚拟集体怀旧）×2（自我概念：独立自我与互依自我）组间因子设计,检验自我概念形态是否对个人怀旧诉求广告、虚拟集体怀旧诉求广告的效果起调节作用;实验二通过对自我概念采用不一样的操控方式,对认知反应进行更加有效的测量,对同一被试接触到怀旧广告信息前后的品牌态度进行对比等,重复检验了实验一的研究结果。实验结果显示：独立自我程度高的消费者往往偏好于个人怀旧诉求,而互依自我程度高的消费者往往偏好于虚拟集体怀旧诉求。研究结果表明：怀旧虽是一项很好的广告题材,但在具体应用时,需要注意怀旧诉求与目标受众的匹配性。本研究拓展了自我概念这一重要心理变量在怀旧广告领域的应用;同时,论文研究结果对于怀旧营销、跨文化营销也有一定的启示意义。
재부구풍조성행적대배경하,부구엄고일익수도료엄고주적청래。연이,유우부구소구미능정학필배목표수음,도치일사부구엄고적무효심지시기반면효과。기우차,통과구분개인부구소구화허의집체부구소구,병장기련결우소비자적량충자아개념형태（독립자아여호의자아）,경유량개실험탐사료수음적자아개념형태대불동부구엄고소구적반응。실험일채용2（부구소구：개인부구여허의집체부구）×2（자아개념：독립자아여호의자아）조간인자설계,검험자아개념형태시부대개인부구소구엄고、허의집체부구소구엄고적효과기조절작용;실험이통과대자아개념채용불일양적조공방식,대인지반응진행경가유효적측량,대동일피시접촉도부구엄고신식전후적품패태도진행대비등,중복검험료실험일적연구결과。실험결과현시：독립자아정도고적소비자왕왕편호우개인부구소구,이호의자아정도고적소비자왕왕편호우허의집체부구소구。연구결과표명：부구수시일항흔호적엄고제재,단재구체응용시,수요주의부구소구여목표수음적필배성。본연구탁전료자아개념저일중요심리변량재부구엄고영역적응용;동시,논문연구결과대우부구영소、과문화영소야유일정적계시의의。
Nostalgia,a yearning for the past,has become so ubiquitous in the popular culture that it is frequently referred as a ＂nostalgia boom＂ in many public media,and has been a popular research topic.As nostalgia continues to expand in its depth and scope,nostalgia themes are frequently seen in consumer advertising that matches consumers＇ carving for nostalgia.However,research on nostalgia advertising remains scarce and the communication effectiveness of such ads is not well understood nor do researchers and practitioners generally agree on the best approaches to take with nostalgia advertising.In fact,some advertisers view the use of nostalgia advertising as a minefield and call for extreme caution in employing the tactic because the use of nostalgia advertising could potentially undermine the brand heritage.The conflict views in the real advertising industry leave us an open question what＇s nostalgia advertising＇s real effect？ Guided by the idea of marketing segmentation and given the richness and complexity of nostalgia experience,a fruitful approach for nostalgia advertising will be to clearly differentiate the themes of nostalgia appeals and then match a specific nostalgia appeal to a segment of consumers with particular characters.In this research,we distinguish two types of nostalgia advertising appeals：individual nostalgia appeal and collective nostalgia appeal.Furthermore,we segment the target market to two parts based on consumer＇s self concept asindependent self and interdependent self.Advertisers can assign proper nostalgia advertising appeal to their target consumers to boost ad persuasiveness.We conducted two experiments to test how segments of Chinese consumers（independent vs.interdependent） responded differently to two types nostalgia appeals（individual vs.collective）.The results showed that individual nostalgia appeal will be more effective than collective nostalgia appeal for consumers with an independent self concept;whereas collective nostalgia appeal will be more effective than individual nostalgia appeal for consumers with an interdependent self concept.The results demonstrated that there＇s strong matching mechanism between nostalgia appeals and consumers＇ self concept.This study added to the literature by proving empirical evidence to the necessity and usefulness of making refined distinction among different types of nostalgias,also contributed to the research of self concept by applying this concept on the nostalgia advertising area.Meanwhile,this study bears important implications to nostalgia marketing that a fruitful approach for nostalgia advertising will be to clearly differentiate the themes of nostalgia appeals and then connect to particular segment of consumers,i.e.individual nostalgia appeal will be more effective in the individualism culture such as in Western countries,and collective nostalgia appeal will be more effective in the collectivism culture such as in East Asian countries.