Winnipeg Free Press: Doorways to nostalgia

What’s going on with advent calendars? “I think this proliferation of luxury advent calendars is pretty much related to nostalgia marketing,” says Dr. Kiran Pedada, associate professor in the marketing department at the Asper School of Business at the University of Manitoba. Nostalgia marketing is a strategy in which companies tap into your warm and fuzzy memories to build positive associations with their brand or product.

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