Nostalgia-Evoked Ad Response

What it measures

Ten items measure the strength of nostalgic affect triggered by an advertisement, covering memories of the past, fond recollections, thoughts of younger years, and a sense of the 'good old days'. Originally developed to study nostalgic advertising effects.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

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

Developed by Pascal, Sprott, and Muehling (2002) from an initial item pool reviewed by nostalgia experts. Alpha of .96 suggests high item redundancy — a shorter version may perform equally well. Researchers using this scale in contexts beyond advertising should pretest item fit.

Citation

Muehling, D. D., & Sprott, D. E. (2004). The power of reflection: An empirical examination of nostalgia advertising effects. Journal of Advertising, 33(3), 25–35.

Keywords