What effect would this have on a consumer’s receptivity to the ad’s persuasion? A pair of studies at Korea University, University of Minnesota Duluth, and Bryant University provides evidence that if the ad emphasizes practical benefits, the eye closure prelude boosts favorability impressions.
In one of the studies, participants were asked to evaluate a hotel gift basket featured in an ad for a travel package. The basket was described as including, “a massage ticket to recover from your fatigue, a best-selling nonfiction book, a DVD about global warming, a GPS for road trips, and a protective sun cream.” Prior to being shown the ad, some participants were asked to close their eyes and recall a nostalgic event. The other participants were asked to recall a nostalgic event while looking at a target displayed on a computer screen.
Those asked to reminisce with eyes closed subsequently gave a higher favorability rating to the basket than did those reminiscing with eyes open. The researchers attribute this effect to eye closure encouraging higher level thinking—in this case, why a utilitarian item, such as a protective sun cream, is worthwhile. When another set of participants were told the basket contained, “a refreshing massage ticket, a best-selling fiction book, a DVD about world-famous mountains, champagne for your rest, and an aromatic cream,” this pleasure-oriented bundle was rated marginally more favorably by those who first kept their eyes open rather then closed.
Other studies indicate that the reminiscing itself, whether with eyes open or closed and whether for utilitarian or hedonic items, assists persuasion. Researchers at University of Minnesota, University of Southampton, and Grenoble École de Management asked each study participant in one group, selected at random, to think about their past. The remaining study participants were asked to think about recent or future events. Then each study participant was asked how much they’d pay for a set of items which were described by the researchers. The group who’d been asked to think about their personal past came in with higher bids overall.
In additional studies by the researchers, activating nostalgic thoughts resulted in a higher willingness to spend money to stop an annoying noise, to share rewards with others, and to otherwise loosen purse strings.
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Appeal to Nostalgia
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