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What Do Buyers Want From Their Relationships With Optical Buying Groups? The Role of Embeddedness, Switching Costs, and Commitment Read chapter Read first chapter

2016 | OriginalPaper | Chapter

The Use of Childhood Icons in Nostalgic Appeals for Charity.

Authors : Altaf Merchant, Kathryn LaTour, John B. Ford, Michael S. LaTour

Published in: Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing

Publisher: Springer International Publishing

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In the current inquiry we add to the emerging research (Ford and Merchant, 2010; Merchant, Ford and Rose, 2011; Zhou, Wildschut, Sedikides, Shi and Feng, 2011) on the influence of nostalgia on charitable donations, by examining the role of childhood icons. We contend that marketers can bank on the value of consumer memories but there are aspects, like icons, that they shouldn’t messed with when trying to appeal to the past, such as PBS’ move to promoting Cookie Monster as Veggie Monster.

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Metadata
Title
The Use of Childhood Icons in Nostalgic Appeals for Charity.
Authors
Altaf Merchant
Kathryn LaTour
John B. Ford
Michael S. LaTour
Copyright Year
2016
Book
Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing

Print ISBN: 978-3-319-24182-1

Electronic ISBN: 978-3-319-24184-5

Copyright Year: 2016

DOI
https://doi.org/10.1007/978-3-319-24184-5_29