Write a discussion paper regarding the use of ‘Nostalgia’ in marketing. How / where is nostalgia used in the marketing environment? For what products or brands? Is this an effective way of marketing? What kind of appeals are used in conjunction with this (such as fear, guilt, emotional etc.) in order to attract these consumers? In which industries / product categories does this appeal appear to be prevalent? How have marketers capitalized on this? Is this sustainable? What are the implications for all parties involved?
The purpose of this assignment is to encourage students to look around their immediate environment and to identify and analyze real life practical marketing practices (in the form of ads, product innovations, strategies, etc.) in the context of consumer behavior theories. The bulk of your mark will come from how well you apply the theory.
