English Comp

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Heese 1 Katelyn Heese Profesor Johnson English Composition II 1160-021 5 April 2023 Nostalgia Sells: Annotated Bibliography Bachem, M.B. “Magic of the Past? : The Effect of Nostalgia Marketing in Fashion on Gen Z's Consumer Behavior and the Role of Brand's Exclusivity in Nostalgic Gen z Marketing.” Magic of the Past? : The Effect of Nostalgia Marketing in Fashion on Gen Z's Consumer Behavior and the Role of Brand's Exclusivity in Nostalgic Gen Z Marketing , 1 Jan. 1970, essay.utwente.nl/81680/. Bachem discusses how nostalgia has become a popular marketing strategy used by brands to advertise and is considered to be very effective. She says that in things like the fashion industry, nostalgia is being picked up by Generation Z in particular and by various brands and is utilized through nostalgic advertising. Bachem presents an experiment that presents a select few video advertisements of brands that included nostalgic aspect tactics. She explains that the participant’s favorable evaluation of the nostalgic ad cues supported the idea of potential effectiveness of nostalgia in Generation Z advertising. The resource was a bit difficult to follow along with at first, but as it went on, the clarity of the information started to unfold. This source might be seen as effective in regards to providing a viewpoint of the fashion industry’s nostalgic marketing tactics and how generation Z falls into the dynamic.

Heese 2 Berry, David. On Nostalgia . Coach House Books, 2020, ProQuest Ebook Central , ebookcentral-proquest-com.leo.lib.unomaha.edu/lib/unomaha/detail.action? docID=5965595 . Berry speaks of what the concept of nostalgia is and how it basically became a thing. He looks at and touches on why the fundamental possibility and impossibility of return is so appealing to us as a society. Berry also speaks on the standpoint of “anti-nostalgia '' and consumed nostalgia in regards to how it affects people positively and negatively. The source covers a lot of material in various aspects of the overall subject, yet in a way that is still easy to follow along. I feel it would be a great source to include, especially when discussing the idea of “anti-nostalgia” to provide that factor of presenting an opposing view. Chen, Pei-Chi. “The Effects of Brand Revitalisation and Retro Branding on Brand and Purchase Outcomes: The Moderating Roles of Consumer Nostalgia Proneness and Self-Construal.” Journal of Marketing Management , vol. 38, no. 7-8, 2021, pp. 771–799., doi.org/10.1080/0267257x.2021.2012233. Chen discusses the concepts of brand revitalization by bringing the brand into the growing present, as well as retro branding with maintaining classic and nostalgia of the product/brand. He describes a present experiment which designed two studies to examine the effects of brand revitalization and retro branding. Chen exclaims that the retro branding technique was more effective in nostalgia-prone consumers unlike revitalization. He goes on to explain how based on incentive-compatible designs, retro strategies can increase consumer perceptions of the brand and willingness to pay in those who are more interdependent and compassionate or sympathetic as opposed to those who are affected by revitalization and are more independent, and how if used

Heese 3 properly can positively contribute to the brand. I feel this source is diverse when it comes to including both stats and data, as well as in depth explanations and reasoning, making it an effective resource to include. It would most likely be effective in providing information and reasoning behind how certain marketing approaches, retro branding in particular, can benefit the brand. Harlow, Stephanie. “How Are Gen Z and Millennials Driving Nostalgia? Trends.” GWI , GWI, 2 Mar. 2023, blog.gwi.com/trends/nostalgia-trend/. Trend Analyst, Stephanie Harlow, discusses what exactly is driving nostalgia these days and explains how brands can utilize the power of nostalgia in their marketing strategy. Harlow touches on the COVID-19 pandemic and how as a result of people looking back to a simpler time, people especially Gen. Z and millennials are feeling more nostalgic than ever. She also mentions nostalgia found in y2k fashion returning and movies and television are being remade. Stephanie explains how brands and companies are basically taking the opportunity for the rise of nostalgia to their advantage business-wise in hopes to become more successful in sales. This source was simple and easy to follow, wording things in a way that allowed for a chance to not become lost in data and endless numbers, rather, understand the material in a simple manner while still expressing a vast knowledge. With that said, I feel this is an effective source because it provides information in a way that is easy to understand and could be useful when trying to appeal to those who are less drawn to overwhelming amounts of numbers and statistics. Novit, Kristen. “Why Does Nostalgia Sell?” STORYSOFT , Storysoft, 26 Jan. 2022, storysoft.io/nostalgia-sells-storytelling/. Novit explains why nostalgia seems to sell and that it has been found to counteract boredom, loneliness, and anxiety. She goes

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