Nostalgia in the entertainment industrythe case of Pokémon Go and The Little Mermaid

  1. Cerdán Molero, Silvia 1
  2. Martínez García, Jose Antonio 1
  1. 1 Universidad Politécnica de Cartagena
    info

    Universidad Politécnica de Cartagena

    Cartagena, España

    ROR https://ror.org/02k5kx966

Journal:
Redmarka: revista académica de marketing aplicado

ISSN: 1852-2300

Year of publication: 2024

Volume: 28

Issue: 1

Pages: 13-34

Type: Article

DOI: 10.17979/REDMA.2024.28.1.10731 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Redmarka: revista académica de marketing aplicado

Abstract

Nostalgia-based marketing strategies have garnered significant attention in recent times owing to their ability to evoke deep emotions and influence consumer behaviour. However, the success of nostalgia-based marketing is not a foregone conclusion. The effectiveness of nostalgia depends on the characteristics of the product and the target audience. This study uses qualitative research to explore the boundaries of strong nostalgia-triggered feelings in two different entertainment products: the 2015 video game Pokémon Go and Disney’s 2023 remake of The Little Mermaid. Interpretative analysis revealed two key concepts that are crucial to understanding target audience attitudes and behaviour: habituation and changes in the core features of the original product. A delicate, nuanced balance is required between respect for the essence of the original nostalgic product and the introduction of innovations to prevent habituation. This balance is crucial in order to preserve the core features that lead to the formation of personal and collective childhood memories.

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