The Effect Of Nostalgia Appeals And Product Involvement On Consumer’s Attention:an Eye Movement Study

Nostalgia advertising can makes people missing the good old days, it also can stimulate consumer’s nostalgia emotions through nostalgia clue, thus, the emotions can set up a bridge between the consumers and product/brand, enable consumers to have a higher attention and more positive ads/brand attitude. As the scholars’ study of nostalgic appeal expand, more and more researches show the nostalgic appeal have an important position in the field of marketing, nostalgia themes are frequently seen in consumer advertising that matches consumers’preference for nostalgia. As a new form of advertising, the domestic research of nostalgic appeal advertisement is more focused on the theoretical method, therefore, this paper uses the eye movement research method, through two experimental scheme, explore the inner mechanism of nostalgic appeal advertising. With the corresponding conclusion, the author of this paper hopes to be able to make up for the inadequacy of the current theories, and provide a scientific and reasonable guide for the advertising design and advertising behavior of enterprises in practice.The first experiment examines whether the nostalgic appeal can have an influence on eye movement trajectory of consumers, and analyzes the defferences between men and women toward nostalgia appeal elements. The results indicate that:(1) the participants’ fixation on the nostalgia appeal ads is significantly higher than on the non-nostalgia appeal ads; (2) compared with men, women are more susceptible to nostalgia appeal ads; (3)Women has a higher fixation on commodity interest area than men under the nostalgia appeal ads; and men has a higher fixation on text interest area than women under the nostalgia appeal ads.Based on the results of the experiment one, the second experiment take product involvement into consideration, examines the both nostalgic appeal and product involvement’s influence on consumers’fixation. Then get the following conclusion:(1) the degree of product involvement have an influence on the eye movement trajectory of consumers;(2)the participants’fixation on the nostalgia appeal ads is significantly higher than on the non-nostalgia appeal ads. Women are more easily affected by nostalgia appeal advertising appeal; (3)When under nostalgic appeal, the participant have a higher attention on the commodity interest to the low product involvement than high product involvement, and women pay more attention to the low involvement product. Under the high involvement of nostalgia appeal ads, the participants’ fixation on the text interest area are highest, and the low involvement product under the nostalgia have a lowest fixation.