Nostalgia en la industria del entretenimiento: el caso Pokémon Go y La Sirenita
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Las estrategias de marketing basadas en la nostalgia han atraído una atención significativa en los últimos tiempos, cautivando a los especialistas en marketing por su capacidad para evocar emociones profundas e influir en el comportamiento del consumidor. Sin embargo, el éxito del marketing basado en la nostalgia no está garantizado. La eficacia de la nostalgia depende de las características del producto y del público objetivo. Este estudio tiene como objetivo profundizar la comprensión de la nostalgia fuerte, empleando una investigación cualitativa para explorar los límites de los sentimientos provocados por la nostalgia en dos productos de entretenimiento distintos: el videojuego Pokémon Go de 2015 y la nueva versión de Disney de La Sirenita de 2023. El análisis interpretativo reveló dos conceptos clave para comprender las actitudes y el comportamiento del público objetivo: el fenómeno de habituación y los cambios en las características centrales del producto original. Así, se requiere un delicado equilibrio entre respetar la esencia del producto nostálgico original e introducir innovaciones para evitar la habituación. Este adecuado balance es crucial para preservar las características centrales que son parte integral de la formación de los recuerdos personales y colectivos de la infancia.
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