Attitude Toward the Ad (General Nostalgia)

Name: Attitude Toward the Ad (General Nostalgia)
Published: 2002
License: https://psychometricscales.com/methodology.html

ATAGAd-Elicited General Nostalgia

10 items 2002 α 0.96–0.97 Free Pascal, V., Sprott, D.E., & Muehling, D.D.

What it measures

A ten-item scale measuring the degree to which an advertisement evokes a general sense of nostalgia — warm, positive feelings about the past, fond memories of earlier times, and a wistful longing for times gone by. Items capture multiple facets of nostalgic experience including memory activation, temporal orientation toward the past, and affective warmth. Unlike personal or historical nostalgia scales, this instrument measures the overall nostalgic tone of an ad response without specifying whether the past being recalled is the respondent's own lived experience or a more distant historical era.

Response format

Likert (format not specified)

Scale items

...reminds me of the past.
...helps me recall pleasant memories.
...makes me feel nostalgic.
...makes me reminisce about a previous time.
...makes me think about when I was younger.
...evokes fond memories.
...is a pleasant reminder of the past.
...brings back memories of good times from the past.
...reminds me of the good old days.
...reminds me of good times in the past.

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

Usage notes & scoring

Two reliability estimates: α = .96 (Muehling & Sprott 2004, Journal of Advertising 33(3), 25–35) and α = .97 (Muehling & Parscal 2011, Journal of Advertising 40(2), 107–122). VALIDITY: Successfully used as a manipulation check for nostalgic advertising conditions in multiple studies, providing predictive validity evidence. NOTE: Items are presented as sentence completions (e.g., 'This ad...') and should be preceded by an appropriate stem. This general nostalgia scale can be used standalone or alongside the companion Personal Nostalgia (ATAFN) and Pre-Birth Era Nostalgia (ATAPB) scales to differentiate types of nostalgic response.

Recommended companion scales

Attitude Toward the Ad (Focused Nostalgia)Attitude Toward the Ad (Pre-Birth Era Nostalgia)

Citation

Pascal, Vincent, David E. Sprott, and Darrel D. Muehling (2002). The influence of evoked nostalgia on consumers' responses to advertising: An exploratory study. Journal of Current Issues and Research in Advertising, 24(1), 39–47.

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Keywords

#nostalgia#advertising#generalnostalgia#memory#affect#adattitude#reminiscence#state

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