NOSTALGIA COMO ESTRATÉGIA DE MARKETING E SUA INFLUÊNCIA NO COMPORTAMENTO DO CONSUMIDOR

Abstract

Nostalgia is a powerful tool allied with marketing in strategies to generate empathy from the target audience with brands and a desire for new products. In this sense, this study aims to analyze the effects that nostalgia promotes and how it operates in the consumer's memory and decision-making journey. The overall objective of this research is to examine the factors driving the power of nostalgia in the relationship between brands and consumers, based on data collected through an analysis of consumption evolution. Furthermore, it is necessary to understand the importance and influence that this phenomenon holds in order to promote a sense of belonging in people, defining concepts related to nostalgic culture and its peculiarities. Thus, this task will be concluded through a literature review based on the collection of theoretical references such as books, scientific articles, and website pages. Therefore, through the studies, it becomes evident that what you consume directly affects how you deal with life, emotions, and the purchasing process. A relevant topic for discussion is how this impacts people's behavior and how companies and institutions wish to communicate with specific audiences that are engaged with nostalgic memories of the past.