Attitude Toward the Ad (Focused Nostalgia)

What it measures

A six-item scale measuring the degree to which a specific advertisement evokes personal nostalgic responses — warm feelings and fond reminiscence about specific experiences and persons from one's own past. Items capture autobiographical memory activation, positive affect associated with recollection, and the degree to which the ad serves as a personalised reminder of the respondent's own youth and history. Distinguished from general nostalgia by its focus on the respondent's own personal history rather than a broader historical era.

Representative items

• Makes me think about persons, places, or things from my youth.
• I have warm feelings when reminiscing about this time from my youth.
• Is a pleasant reminder of a time from my youth.

Citation

Muehling, Darrel D. and Vincent J. Parscal (2011). An empirical investigation of the differential effects of personal, historical, and non-nostalgic advertising on consumer responses. Journal of Advertising, 40(2), 107–122.