Title

The Power of Nostalgia

Poster Number

12B

Lead Author Major

Business Administration

Lead Author Status

Senior

Format

Poster Presentation

Faculty Mentor Name

Cecilia Ruvalcaba

Faculty Mentor Email

cruvalcaba@pacific.edu

Faculty Mentor Department

Eberhardt School of Business

Abstract/Artist Statement

The strong connection the Walt Disney Company forms with young children at a young age may help to establish brand loyalty for people between ages 18 to 25. Nostalgia then becomes the primary consumer experience for that age group. ZMET collages paired with depth interviews of University of the Pacific students will allow the question of consumer nostalgia to be fully examined. Disney’s ability to attract people from Generation Y stems from its unique business design that feeds on the desire to feel young again. Many companies may benefit from this business strategy, which allows young adults to feel a deep connection to a company that primarily markets to children.

Location

DeRosa University Center, Ballroom

Start Date

29-4-2017 10:00 AM

End Date

29-4-2017 12:00 PM

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Apr 29th, 10:00 AM Apr 29th, 12:00 PM

The Power of Nostalgia

DeRosa University Center, Ballroom

The strong connection the Walt Disney Company forms with young children at a young age may help to establish brand loyalty for people between ages 18 to 25. Nostalgia then becomes the primary consumer experience for that age group. ZMET collages paired with depth interviews of University of the Pacific students will allow the question of consumer nostalgia to be fully examined. Disney’s ability to attract people from Generation Y stems from its unique business design that feeds on the desire to feel young again. Many companies may benefit from this business strategy, which allows young adults to feel a deep connection to a company that primarily markets to children.