Nostalgic Advertising Affects The Psychological Mechanism Of Word-of-mouth Communication Among Individuals With Different Self-constructions

In recent years,nostalgia has gradually become a common mode that affects our consumption behavior.Many commodities have adopted nostalgia advertising and joint name of nostalgic commodities for marketing,so as to improve their sales performance and brand image.At the same time,with the progress of the Internet,the influence of word–of–mouth communication is gradually expanding,and it invades people’s lives by means of live broadcasting,sharing goods on social platforms and so on.As a result,in recent years have researchers to explore from the perspective of the brand image of nostalgic ads influence on consumer word–of–mouth,confirmed nostalgic advertising can influence consumers’ willingness to emotion which affects its word–of–mouth,but very few studies,this study will,from the perspective of the consumer’s point to further explore the nostalgic ads affect consumer word–of–mouth.In this study,two experiments were designed to explore the influence of nostalgia advertising on the willingness of word-of-mouth communication of consumers with different self-construction types(independent self/interdependent self)by dividing nostalgia advertising into two types: individual nostalgia and collective nostalgia,and to explore its internal mechanism.Experiment 1 used advertising materials activation and questionnaire filling to explore the willingness of self-constructed consumers with different traits to spread word of mouth under three conditions: collective nostalgic advertising,personal nostalgic advertising and non-nostalgic advertising.The results show that interdependent self-consumers are more willing to spread word of mouth than independent self-consumers under the condition of collective nostalgic advertising.Compared with interdependent self-consumers,independent self-consumers have a higher willingness to spread word of mouth under the condition of personal nostalgic advertising,but it has not reached a significant level.In the second experiment,the participants’ contextual self-construction types were manipulated on the basis of the first experiment,and two mediating variables,loneliness and self-esteem,were introduced to explore the internal emotional mechanism of the influence of nostalgic advertising on the willingness of consumers with different self-construction types to communicate word of mouth.The results showed that for the interdependent self-consumers,the mediating effect of loneliness was significant under the condition of collective nostalgic advertising,and the collective nostalgic advertising enhanced the loneliness of interdependent self-consumers.Therefore,individuals’ desire to seek sharing was enhanced,and the willingness to spread word of mouth was enhanced.Consumers for a separate self,nostalgic AD group to be the same as reference level,under the condition of individual nostalgic ads,loneliness and the self-esteem as chain mediation has affected the nostalgic ads to the effect of word-of-mouth intention,in particular,under the condition of individual nostalgic ads,independent self construction of consumers reduce loneliness,but loneliness is not direct inhibition of individual word of mouth,Instead,it indirectly leads to a higher willingness to spread word of mouth by increasing their self-esteem.At the same time,by comparing the experimental results of trait self-construction and situational self-construction under different advertising materials,it can be found that the participants’ willingness to spread word of mouth is highly consistent.It is of certain theoretical and practical significance to inspire enterprises to make full positioning of the audience groups of their products in the process of making nostalgic advertisements,so as to select different types of nostalgic advertisements and enhance their communication willingness by inducing consumers’ situational self-construction.Finally,the following conclusions are drawn:(1)The effects of nostalgic advertising types on the willingness of word-of-mouth communication of consumers with different self-construction types are different.Under the condition of collective nostalgic advertising,the willingness of word-of-mouth communication of interdependent self-consumers is significantly higher.Under the condition of personal nostalgic advertising,independent self-consumers have a higher willingness to spread word of mouth,but it has not reached a significant level.(2)a nostalgic AD types for different types development mechanism of the influence of the different consumer word-of-mouth intention: for consumers,interdependent self construction of loneliness mediation collective nostalgia advertising on its positive word-of-mouth intention process,collective nostalgic advertisements make interdependent self consumers increased loneliness,to produce a higher willingness to word of mouth.For independent self consumers,loneliness and self-esteem act as the chain mediators of the influence process of personal nostalgic advertising on the willingness to spread word of mouth.Personal nostalgic advertising reduces the loneliness and enhances the self-esteem of independent self construction consumers,and thus generates a higher willingness to spread word of mouth.