Nostalgia Drives Donations
研究发现，唤起个人怀旧情感的慈善呼吁能提升消费者的捐赠意愿，且效果受消费者怀旧倾向和记忆重要性的调节。
<h3>ABSTRACT</h3> The authors find that appeals for charity that evoke personal nostalgia will have an effect on the charitable-donation intentions of consumers. In study 1 (with 103 respondents), nostalgic charity appeals evoke higher levels of emotions and donation intentions than non-nostalgic appeals. Study 2 (457 respondents) indicates that this effect is moderated by the consumer9s propensity towards being nostalgic. In study 3 (sample: 186 consumers), the effect of nostalgia emotions and intentions is, in turn, moderated by the importance of the memory evoked. Nostalgia-based charity appeals work better when they evoke important memories for the consumer. The results indicate that advertising/fund-raising professionals can effectively use nostalgia to stimulate donations.