回歸美好年代：經濟不安全感對懷舊訴求廣告效果的促進作用

Back to the Golden Age: When Economic Insecurity Enhances the Effectiveness of Nostalgic Appeal

本研究探討消費者所感受到的經濟不安全感，是否會影響其對懷舊訴求廣告的反應，及品牌真誠性知覺所扮演的調節效果。就理論發展而言，本文係第一個試圖從外部環境中的經濟因子角度探討其對懷舊訴求廣告效果之影響的研究，拓展近期經濟不安全感研究中所可能影響的消費者行為範疇，同時為懷舊訴求廣告文獻引入新的前因與調節變數。就行銷實務而言，本研究不僅對於近年來行銷作為與消費者行為的懷舊趨勢做出具體的理論解釋，更在當前總體經濟環境趨勢下，對廠商具有實務用途意涵。本研究發現不論是長期感受或是短期操弄的經濟不安全感，都會使消費者對懷舊訴求廣告中的產品有更高的購買意願，但對非懷舊訴求廣告則無效果。此結果乃是因為消費者在高經濟不安全感下感受到較低的生命意義所導致，而品牌真誠性知覺扮演關鍵調節角色。

In this research, four studies examined the idea that perceived economic insecurity promotes the effectiveness of nostalgic appeal. This research contributes to the stream of economic insecurity literature in the field of consumer research by extending the possible downstream consequences. This article also expands on the potential antecedents influencing the effectiveness of nostalgic appeal. Given current global economic uncertainties, the findings presented in this article provide important implications for marketing practitioners. The results indicated that both chronic (Study 1 and Experiment 1) and temporarily manipulated (Experiments 2 and 3) perceptions of economic insecurity can lead to more favorable consumer responses (i.e., reports of higher purchase intention) to nostalgic (versus nonnostalgic) ads. This occurs because perceived economic insecurity reduces consumers' sense of meaning in life and nostalgic ads can restore consumers' sense of meaning in life. Experiment 3 demonstrated that consumers' perceived brand authenticity moderated the effect of economic insecurity on consumers' purchase intention. Results revealed that for respondents who perceived high brand authenticity, purchase intentions were affected by perceived economic insecurity. By contrast, participants who perceived low brand authenticity were not affected by perceived economic insecurity.