Nostalgia Marketing (thesis in progress)

The story

I study how nostalgia affects engagement, trust and purchase decisions, and how to turn it into creative concepts. It is knowledge I already bring to my campaigns.

The thesis is being finalised and I will publish it here as soon as I have defended it. In the meantime the idea is already at work in the Antica Forneria spot. A man, a rainy day, a biscuit: and he is a child again.

How it developed

Degree thesis in Communication Sciences, University of Salerno: “Vicarious nostalgia and retro style: a survey of younger consumers” (in progress).

1. 2026Research and writing; defence expected shortly.

What I can do

• Nostalgia-based creative concepts
• Insights into consumer behaviour

Tools and keywords

Tools

• Qualitative research
• Case study analysis

Keywords

• nostalgia marketing
• consumer behavior
• brand strategy
• emotional marketing
• storytelling
• vicarious nostalgia
• retro marketing
• Gen Z
• consumer research

Work and evidence

Thesis in progress; concept applied in the Antica Forneria video ad.

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  The Antica Forneria spot

  Nostalgia applied to a campaign.