--- - |2 Summary Two studies are conducted to test how consumers respond differently in feeling nostalgic depending on age and gender. Study 1 uses narrative writing tasks to empirically test the effect of nostalgic versus nonnostalgic feelings on youthfulness by age and gender. To increase the external validity of our findings in Study 1, Study 2 replicates it using print ads. The results across the two studies consistently reveal a significant effect of nostalgia on feelings of youthfulness that differs by age and gender. Specifically, older women tend to feel less youthful than older men when nostalgic feelings are induced in both studies, whereas younger adults experience no gender difference. Results also show that these differences are explained by self‐discontinuity between current and ideal body image. Furthermore, we identify that nostalgic feelings in advertising are effective because they generate positive feelings of youthfulness that in turn result in positive attitudes toward the ad. - Applied Cognitive Psychology, EarlyView.