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NeuroTactic Overview

Nostalgia Effect

We place a higher value on nostalgic things and experiences than those without nostalgic elements

SUMMARY:

We are wired to place more value on products, places, and experiences that create a connection to the past. This is why vintage video game consoles and vinyl records still have a place in modern-day culture. Although their technology has been far surpassed, we still choose to pay a premium to get a slice of nostalgia from a product we once had.

Think about how you can incorporate nostalgic elements into your marketing, or even your products. Carefully consider what “era” you want to help your customers return to (this will be based on their age demographic), and then do your research on what cultural references and visual styles you can use to create a “blast from the past.”

Primary Source:

Lasaleta, J.D., Sedikides, C. & Vohs, K.D. (2014). Nostalgia weakens the desire for money. Journal of Consumer Research, 41(3), 713-729

Dream Category:

Memorability

The DREAM framework, created by Vivid Labs, represents a research-backed framework for effective marketing messages. It stands for Desire, Routing, Emotion, Attention, and Memorability.

AIDA Category:

Interest
AIDA is a well-known framework for assembling a marketing message. It stands for the four steps of human decision-making: Attention, Interest, Decision, and Action.

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