0 Images of Nostalgia - Effects of Perceived Authenticity and Nostalgia on the Evaluation of Visual Images Andrea Hemetsberger Clemens Pirker SCP (Society for Consumer Psychology) conference, Carnival Cruise Miami, 2006 Abstract Nostalgic images in advertising permeate the market. However, academic research on whether nostalgia can be evoked with visual cues and whether this has an effect on consumer evaluation is, at best, nascent. This article provides exploratory evidence on the effects of authenticity and nostalgia on the evaluation of images. Findings show that images, which are perceived as nostalgic and authentic, significantly influence image evaluation, whereas authenticity alone did not yield a significant effect. However, authentic pictures are still rated more positive than those which are perceived to be neither authentic, nor nostalgic. Keywords: Nostalgia, authenticity, advertising, imagery