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Journals / Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi / 2026 / Cilt: 14 Sayı: Uluslararası Bi Marka Türkiye: Karadeniz Kongresi Özel Sayısı

THE EFFECT OF NOSTALGIA TYPE ON ATTITUDE TOWARD THE ADVERTISEMENT AND THE MODERATING ROLE OF NOSTALGIA PRONENESS: A STUDY ON UNIVERSITY STUDENTS

NOSTALJİ TÜRÜNÜN REKLAMA YÖNELİK TUTUM ÜZERİNDEKİ ETKİSİ VE NOSTALJİ EĞİLİMİNİN DÜZENLEYİCİ ROLÜ: ÜNİVERSİTE ÖĞRENCİLERİ ÜZERİNE BİR ARAŞTIRMA1

Emrah Gülmez(Anadolu Üniversitesi)0000-0002-4850-9725
Pages
304–337
Publication Date
2026-10-26
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings revealed that the type of nostalgia significantly affected attitudes toward the advertisement; the advertisement containing collective nostalgia elicited a more favorable attitude than the one containing personal nostalgia.

📌 3 Key Takeaways

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Objective & Hypothesis:This study aims to examine the effect of nostalgia type (personal and collective) on university students' attitudes toward advertisements and the moderating role of individuals' nostalgia proneness in this effect.
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Key Findings & Data:After the removal of outliers, analyses were conducted with 362 participants.
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Conclusion & Impact:The findings revealed that the type of nostalgia significantly affected attitudes toward the advertisement; the advertisement containing collective nostalgia elicited a more favorable attitude than the one containing personal nostalgia.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Nostalji · Nostalji Eğilimi · Kişisel Nostalji

Abstract

This study aims to examine the effect of nostalgia type (personal and collective) on university students' attitudes toward advertisements and the moderating role of individuals' nostalgia proneness in this effect. Conducted with a quantitative and comparative design, the data were collected through an online questionnaire. Participants first completed the Nostalgia Proneness Scale; subsequently, through random assignment, one group was shown an advertisement containing personal nostalgia (Casper "Growing Up by Discovering") and the other an advertisement containing collective nostalgia (Tamek "Nostalgic Bottle"), followed by the Attitude Toward the Advertisement Scale. After the removal of outliers, analyses were conducted with 362 participants. The data were analyzed using an independent samples t-test and Hayes' PROCESS macro Model 1. The findings revealed that the type of nostalgia significantly affected attitudes toward the advertisement; the advertisement containing collective nostalgia elicited a more favorable attitude than the one containing personal nostalgia. The moderating effect of nostalgia proneness was not significant. Nevertheless, nostalgia proneness had a significant direct effect on attitudes toward the advertisement. Exploratory analyses revealed that the superiority of collective over personal nostalgia differed by gender, being substantially stronger among male participants than among female participants. The results offer theoretical and practical implications for brand and advertising professionals developing nostalgia-based advertising strategies.

Özet

Bu araştırma, üniversite öğrencilerinde nostalji türünün (kişisel ve kolektif) reklama yönelik tutum üzerindeki etkisini ve bu etkide bireyin nostalji eğilim düzeyinin düzenleyici rolünü incelemeyi amaçlamaktadır. Nicel ve karşılaştırmalı bir desenle yürütülen çalışmada veriler çevrimiçi anket yoluyla toplanmıştır. Katılımcılara öncelikle Nostalji Eğilimi Ölçeği uygulanmış; ardından rastgele atama yoluyla oluşturulan iki gruptan birine kişisel nostalji içeren (Casper "Keşfederek Büyüyoruz"), diğerine kolektif nostalji içeren (Tamek "Nostaljik Şişe") reklam izletilmiş ve son olarak Reklama Yönelik Tutum Ölçeği uygulanmıştır. Aykırı değerlerin çıkarılmasının ardından analizler 362 katılımcı üzerinden gerçekleştirilmiştir. Veriler bağımsız örneklem t-testi ve Hayes'in PROCESS makrosu Model 1 aracılığıyla analiz edilmiştir. Bulgular, nostalji türünün reklama yönelik tutumu anlamlı biçimde etkilediğini; kolektif nostalji içeren reklamın kişisel nostalji içeren reklama kıyasla daha olumlu tutum yarattığını göstermiştir. Nostalji eğiliminin düzenleyici etkisinin anlamlı olmadığı belirlenmiştir. Bununla birlikte, nostalji eğiliminin reklama yönelik tutum üzerindeki doğrudan etkisi ise anlamlı bulunmuştur. Keşifsel analizler, kolektif nostaljinin kişisel nostaljiye üstünlüğünün cinsiyete göre farklılaştığını; bu üstünlüğün erkek katılımcılarda kadınlara kıyasla belirgin biçimde daha güçlü olduğunu ortaya koymuştur. Elde edilen sonuçlar, nostalji temelli reklam stratejileri geliştiren marka ve reklam profesyonellerine kuramsal ve uygulamaya dönük çıkarımlar sunmaktadır.

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Cite This Article

Gülmez, E. (2026). THE EFFECT OF NOSTALGIA TYPE ON ATTITUDE TOWARD THE ADVERTISEMENT AND THE MODERATING ROLE OF NOSTALGIA PRONENESS: A STUDY ON UNIVERSITY STUDENTS. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, Cilt: 14 Sayı: Uluslararası Bi Marka Türkiye: Karadeniz Kongresi Özel Sayısı, 304–337. https://doi.org/10.19145/e-gifder.1988807

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