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Nostalgia marketing: When the past becomes a strategy

EPISODE · Mar 9, 2026 · 16 MIN

Nostalgia marketing: When the past becomes a strategy

from We Mean Business · host BizJournalism

In this episode, Ananya Bhargava interviews Evan Weingarten, Assistant Professor of Marketing at USC Marshall School of Business. The discussion explores why nostalgia strikes a chord wxith consumers, how it influences buying decisions and brand perception, and what behavioral research reveals about its psychological pull.

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Nostalgia marketing: When the past becomes a strategy

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