Nostalgia as a practice? Rereading the research on nostalgia in the field of marketing

Abstract Nostalgia is a powerful marketing resource and has been introducing new forms and dynamics in the contemporary scene that challenge its classic interpretations. Considering that the understanding of the phenomenon of consumption has been revised, it is worth asking whether the current explanations of nostalgia adequately elucidate the phenomenon in the context of consumption. This study proposes new possibilities for investigating the phenomenon of nostalgia in the field of marketing from the perspective of the Practice Theories. The work presents two contributions: by revisiting the literature on nostalgia in the field, it conceptually organizes research into two approaches, sentimental and cultural; by discussing these approaches in light of Practice Theory, we reflect on possibilities for reinterpreting nostalgia research from sociomaterial perspective.