Abstract

While the focus for many advertising academics and practitioners has been on nostalgia, there is a dearth of research on future-focused appeals. We introduce a new concept, forestalgia, or a consumer’s yearning for an idealized future. To understand the impact of nostalgia and forestalgia, qualitative background interviews were conducted with creative directors and other advertising creatives from numerous nationally recognized advertising agencies. Building on the insights from the interviews and using construal level theory as our foundation, we explore consumer response to hedonic and utilitarian products when appeals employ far-past, near-past, near-future, and far-future framing. Thus, we examine whether nostalgia or forestalgia is better suited for certain products. We find utilitarian products are better received with a temporal distance that is far from the present with hedonic products better suited for appeals framed in the far past and near future. Managerial and theoretical implications are discussed, along with future research considerations.

摘要

虽然许多广告学者和从业者一直关注怀旧，但缺乏对着眼于未来的吸引力的研究。我们介绍一个新概念，前痛症，或者消费者对理想化未来的向往。为了解怀旧和前世怀旧的影响，我们对众多国家知名广告公司的创意总监和其他广告创意人员进行了定性背景访谈。基于访谈的见解并使用解释水平理论作为我们的基础，我们探讨了当诉求采用远过去、近期、近期和远未来框架时消费者对享乐和实用产品的反应。因此，我们检查怀旧或前部疼痛是否更适合某些产品。我们发现实用产品在远离现在的时间距离内更容易被接受，享乐产品更适合在遥远的过去和不久的将来提出的诉求。讨论了管理和理论意义，