Nostalgia is a powerful influencing technique. How can you effectively use the nostalgia effect to make more sales, engage more customers and become more successful?
Give your ads a hint of nostalgia, while also adding a modern twist. Combine something old with something new.
Play music from the past when the wait time at a restaurant, customer service or attraction is a little longer than usual.
Is it a pre-order or a product with a longer lead time? By adding something of nostalgia to the advertising for this, consumers are willing to wait longer for a great product.
Cast new products in a retro jacket or release a limited edition in, for example, a typical color or edition of past products.
Resources
Freidman, L. (2016). "Why Nostalgia Marketing Works iran number code So Well With Millennials, And How Your Brand Can Benefit." Forbes.
Huang, X., Huang, Z. & Wyer Jr., R.S. (2016). "Slowing Down in the Good Old Days: The Effect of Nostalgia on Consumer Patience." Journal of Consumer Research, 43, 372-387.Think about choosing a new smartphone. There used to be only a few models available, which made choosing relatively easy. Today, the market is flooded with hundreds of models, each with its own specifications and features. You can spend hours comparing these details, which often results in frustration and postponement of the purchase.
Choice stress affects us all from time to time. This phenomenon, also known as choice overload, can be paralyzing and consume a lot of energy. In extreme cases, it even leads to complete indecision, with people preferring not to make a choice at all. As an entrepreneur, your challenge is to prevent this from happening to your customers.