Impact of Nostalgia Food Marketing on Life-Satisfaction in Old Generation Cohort of Rajasthan
DOI:
https://doi.org/10.26703/JCT.v18i2-1Keywords:
Nostalgia food Marketing, Older generation, well-being, RajasthanAbstract
The concept of nostalgia is well recognized .The use of nostalgia marketing has its potential effect on brand attitude and purchase intention, little is known about whether it also positively impacts customers' psychological wellbeing, specifically their level of life satisfaction. This gap is most apparent for older consumers, who tend to be the ones who have actually witnessed the time period most nostalgic advertising campaigns call back to, but are not usually the ones to be studied for nostalgia marketing. This study aims to examine the possible relationship between the nostalgic marketing exposure and the life satisfaction of the elderly population of Rajasthan using the Stimulus-Organism-Response (S-O-R) theoretical approach. Primary data was collected from 136 people in Rajasthan. In the recommended model, the external stimulus (S) is the stimuli of nostalgia marketing, internal response at the organism level (O) is the nostalgia proneness, self-continuity, and emotional involvement, and the behavioural-psychological consequence (R) is life satisfaction. The results reveal that the nostalgic food marketing stimuli are positively correlated to life satisfaction among the older Rajasthani consumers largely through the process of self-continuity and emotional involvement, with some differences between employed and non-employed respondents. The study has implications for marketers and policy makers who want to consider the psychological wellbeing dimension of nostalgic advertising and into an unexplored group the S-O-R paradigm.
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Copyright (c) 2023 Swati Sharma, Dr. Balgopal Singh
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