Efectos neurocomunicacionales de la nostalgia en la publicidad: impacto y conexión emocional con el consumidor

Introduction: This article examines the neurocommunicational effects of nostalgia in advertising, highlighting its positive emotional impact and its ability to strengthen the connection between brands and consumers. Nostalgia, considered a vital and generally positive emotion, activates brain areas related to memory and reward processing, enhancing its effectiveness as a marketing strategy. Methodology: A mixed-methods approach, both qualitative and quantitative, was employed. It included the analysis of nostalgic advertising campaigns and structured surveys of 387 participants from different generations to assess emotions and behaviors associated with these campaigns. Results: The findings show that nostalgia is predominantly perceived as positive and linked to happy memories. About 60.5% of respondents stated they would purchase products that evoke pleasant past moments. Campaigns such as the relaunch of Nestlé Jungly and the "Gucci 100" collection serve as successful examples of how nostalgia fosters loyalty and drives sales. Discussion: The research confirms that nostalgia fosters strong emotional connections between consumers and brands, especially when strategically employed to evoke specific memories. Additionally, generational differences in the perception and experience of nostalgia were observed, emphasizing its potential to influence purchasing decisions. Conclusions: Nostalgia is a highly effective marketing tool that strengthens the relationship between brands and consumers by appealing to positive emotions and past memories, thereby increasing the effectiveness of advertising campaigns and enhancing brand perception.