Attitude Toward the Ad (General Nostalgia)

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.

Representative items

• reminds me of the past.
• makes me feel nostalgic.
• reminds me of the good old days.

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.