The Relationship Between Nostalgia Marketing and Kidults’ Purchasing Decisions

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dc.creatorNavas Olmedo, Walter Humberto
dc.creatorPalma Corrales, Eliana Nathalie
dc.creatorHerrera Albarracín, Roberto
dc.date2026-05-30
dc.date.accessioned2026-06-03T06:00:33Z
dc.descriptionObjective: To explore the relationship between nostalgia marketing and kidults’ purchase intention, considering the associations among the constructs that comprise the proposed model.Design/Methodology: This study adopted an exploratory, descriptive, correlational, and cross-sectional design with a quantitative approach. A structured questionnaire was administered to a sample of 302 kidults over the age of 30, selected through non-probabilistic convenience sampling. The data were analyzed using descriptive statistics, reliability and validity tests, normality tests, and Spearman’s rho correlations to examine the relationships between the dimensions of nostalgia marketing and purchase intention.Findings: The results indicate that kidults represent a segment highly receptive to nostalgia marketing, showing a strong emotional connection to products that evoke memories of their childhood or adolescence. Moreover, a significant positive correlation was found between exposure to nostalgia marketing strategies and purchase intention (r = 0.681, p < 0.01). Notably, 60.20% of respondents reported having purchased at least one product motivated by a recent nostalgic experience.Conclusions: A positive and statistically significant relationship was identified between nostalgia marketing and kidults’ purchase intention (ρ = 0.681; p < 0.01; N = 302). These findings suggest that as stimuli associated with nostalgia marketing increase, purchase intention tends to increase as well. Given the correlational nature of the study, the results reveal an association between the variables analyzed, without implying a direct causal relationship.Originality: This paper provides a novel perspective for understanding kidult consumer behavior by considering nostalgia marketing as the central variable. Furthermore, it offers quantitative evidence and new insights that may contribute to the development of more effective and emotionally relevant advertising strategies.en-US
dc.descriptionObjetivo: analizar la relación entre el marketing nostálgico y la intención de compra del consumidor kidult, considerando las asociaciones entre los constructos que conforman el modelo propuesto.Diseño/metodología: fue de tipo exploratorio, descriptivo, correlacional y trasversal, con un enfoque cuantitativo. Se utilizó una encuesta estructurada aplicada a una muestra de 302 consumidores kidult mayores a 30 años, seleccionados mediante muestreo no probabilístico por conveniencia. Los datos se analizaron mediante estadística descriptiva, pruebas de fiabilidad, validez, normalidad de datos y correlaciones de Rho Sperman para examinar las relaciones entre dimensiones del marketing nostálgico y la intención de compra.Resultados: la investigación evidenció que los consumidores kidult constituyen un segmento altamente receptivo al marketing nostálgico, mostrando una fuerte conexión emocional con productos que remiten a su infancia o adolescencia. Se identificó una correlación positiva significativa entre la exposición a estrategias de marketing nostálgico y la intención de compra (r = 0.681, p < 0.01). El 60.2 % de los encuestados afirmó haber adquirido al menos un producto, motivado por una experiencia nostálgica reciente.Conclusiones: existe una relación positiva y estadísticamente significativa entre el marketing nostálgico y la intención de compra del consumidor kidult, debido a que encontró un valor de (ρ = 0.681; p < 0.01; N = 302). Estos resultados proponen que, a medida que aumentan los estímulos asociados al marketing nostálgico, también se incrementa la intención de compra. Dado el enfoque correlacional de la investigación, los resultados evidencian una asociación entre las variables analizadas, sin que ello implique una relación de causalidad directa.Originalidad: el estudio brinda una faceta novedosa para entender el comportamiento del consumidor kidult al considerar el marketing nostálgico como variable principal, aportando evidencia cuantitativa y nuevas perspectivas que pueden ser usadas para mejorar el diseño de estrategias publicitarias más eficaces y emocionalmente relevantes.es-ES
dc.formatapplication/pdf
dc.identifierhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/3674
dc.identifier10.22430/24223182.3674
dc.identifier.urihttps://hdl.handle.net/20.500.12622/8166
dc.languagespa
dc.publisherInstitución Universitaria ITMen-US
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/3674/4084
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dc.rightsCopyright (c) 2026 Walter Humberto Navas Olmedo, Eliana Nathalie Palma Corrales, Roberto Herrera Albarracínen-US
dc.rightshttps://creativecommons.org/licenses/by-nc-sa/4.0en-US
dc.sourceRevista CEA; Vol. 12 No. 29 (2026); Art. e3674en-US
dc.sourceRevista CEA; Vol. 12 Núm. 29 (2026); Art. e3674es-ES
dc.source2422-3182
dc.source2390-0725
dc.subjectconsumidor kidultes-ES
dc.subjectemociones en el consumoes-ES
dc.subjectintención de compraes-ES
dc.subjectmarketing nostálgicoes-ES
dc.subjectpublicidad emocionales-ES
dc.subjectkidult consumeren-US
dc.subjectemotions in consumptionen-US
dc.subjectpurchase intentionen-US
dc.subjectnostalgia marketingen-US
dc.subjectemotional advertisingen-US
dc.titleThe Relationship Between Nostalgia Marketing and Kidults’ Purchasing Decisionsen-US
dc.titleRelación del marketing nostálgico en las decisiones de compra del consumidor kidultes-ES
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion

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