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.

Representative items

• While watching the ad I was transported back to joyful moments in my life.
• The ad reminded me of positive events from my past.
• The ad brought to mind pleasant personal experiences.
• Ad imagery took me back to positive moments I have lived.
• The ad prompted me to think back on joyful events in my life.

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.