As we grow older the happy memories of past events
accumulate in our brains. Businesses and advertisers have used the nostalgia
marketing strategy to reach consumers in an emotional way; creating a product that
would make the consumer revive the “good old days”, which I believe is a
beneficial strategy to use.
Nostalgia marketing has its advantages and disadvantages
with the different emotions and cognitions that interplay when people are exposed
to a brand that draws us back in time, whether it is looking, hearing, or
smelling that brand product.
These senses that open up when experiencing nostalgia can
create “favorable attitudes” about the products. For instance, they can
generate feelings of gratitude, warmth, joy, and affection.
Whenever I watch an old television show from Nickelodeon,
Cartoon Network, or Disney Channel, the t.v show brings back memories of my
childhood. Nowadays the shows that appear on t.v are slightly “negative” and
not as good as they were back then. Now, seeing that Disney movies are
reappearing in DVDs makes me happy because I could relive those happy moments
of when I was a little kid and share the experience with my younger family
members.
In contrast, nostalgia marketing in industries such as
technology may not be a successful strategy since it is apparent that new changes
in technology stimulate consumers’ curiosity and makes them want to have it. Who
would want a cell phone with no camera, or who would say no to few applications
that could take us a step towards new social experiences? No one I know. We
would also want to keep our heavy, thick computers and televisions with us,
right? No. When it come to technology, it is best to have something that can
benefit us in different ways not just a few ways.
