This meta-analysis examined the effectiveness of nostalgic messages on ad persuasiveness. Based on 23 articles (31 studies, 39 pairs of comparisons, N = 5814), this study found that nostalgic messages (compared to non-nostalgic messages) have a positive, small effect on persuasion (r =.19, SE =.02, 95% CI [.15,.24], p <.001). Additionally, the effect of nostalgic messages tended to be stronger if (1) the advertised product was high in hedonic values and (2) a link between the brand/product and personal memories was present. Implications, future directions and limitations are also discussed. [ABSTRACT FROM AUTHOR]