Nostalgia como prática? Relendo a pesquisa sobre nostalgia no campo do Marketing
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Resumo
A nostalgia é um poderoso recurso de Marketing e vem apresentando novas formas e dinâmicas no cenário contemporâneo que desafiam suas interpretações clássicas. Considerando que o próprio entendimento do fenômeno do consumo vem sendo revisto, cabe questionar se as explicações atuais sobre nostalgia explicam adequadamente o fenômeno no contexto do consumo. Assim, o objetivo deste trabalho é refletir e propor novas possibilidades de investigação do fenômeno da nostalgia no campo do Marketing a partir das Teorias da Prática. O artigo apresenta duas contribuições principais: ao revisitar a literatura sobre nostalgia no campo, organiza conceitualmente as pesquisas em duas abordagens, a sentimentalista e a cultural. Por fim, o texto também reflete sobre possibilidades de releitura da pesquisa sobre nostalgia a partir das Teorias da Prática.
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