Ad-Evoked Nostalgic Memory

What it measures

Measures the extent to which an advertisement prompts the viewer to recall joyful, positive moments from their own personal history. Referred to as 'positive autobiographical memory' by the authors. Items were drawn and synthesised from multiple existing measures. Factor analysis confirmed a single factor with high loadings and substantial variance explained.

Response format

7-point scale (not at all to extremely so)

Scale items

• While seeing the ad I was transported back to joyful moments in my life.
• The ad reminded me of some positive events that have happened to me in the past.
• The ad made me think of pleasant experiences I have had.
• The images in the ad take me back to positive moments in my life.
• The ad makes me think back on joyful events in my life.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Called 'positive autobiographical memory' by the original authors. Items synthesised from several extant measures. Alpha = .98 (representative US panel sample, Study 3). Particularly relevant in research on nature imagery in advertising, nostalgic appeals, and autobiographical memory effects on consumer responses.

Citation

Hartmann, P., Apaolaza, V., & Eisend, M. (2016). Nature imagery in non-green advertising: The effects of emotion, autobiographical memory, and consumer's green traits. Journal of Advertising, 45(4), 427–440.

Keywords