Using Vintage Typography to Make Emotional Connections with Consumers The JM Buzz

Nostalgia isn't just a trend—it's a strategy! A new Journal of Marketing study shows how vintage typography can build emotional connections, influence attitudes, and boost willingness to pay.



Read an in-depth recap of this research here: https://www.ama.org/2024/02/13/the-power-of-nostalgia-how-vintage-typography-can-build-emotional-connections-influence-attitudes-and-boost-willingness-to-pay/



Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231215357



Reference: Alicia Kulczynski and Margurite Hook, “Typography Talks: Influencing Vintage Anemoia and Product Safety Perceptions with Vintage Typography,” Journal of Marketing.



Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: typeface, fonts, product safety, nostalgia in marketing



The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM