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Lookup NU author(s): Dr Dinara DavlembayevaORCiD, Dr Davit MarikyanORCiD, Professor Savvas PapagiannidisORCiD
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
Many scholars argue that we are experiencing the era of ?retro??nostalgia-driven marketing and consumption phenomena reinforced by digital technologies. However, existing research lacks a critical analysis of nostalgia in contemporary markets and of how digital content, tools, and environments transform retro consumption experiences and alter their nostalgic appeal. To address this gap, this conceptual study challenges the conventional view of nostalgia by applying the concept of foreverism. We discuss how the three practices of foreverism (preservation, restoration, and foreverisation), facilitated by digital technology, are enacted, how they transform the properties of nostalgia, and their implications for marketing, and consumer psychology and behavior. This conceptual study provides instrumental knowledge of how foreverisation shapes individual behavior in digital gaming and beyond, and benefits companies and consumers in an era of digital persistence. The study outlines future research directions to advance research on retro marketing and consumption within an evolving digital landscape.
Author(s): Davlembayeva D, Marikyan D, Sodergren J, Papagiannidis S, Chari S
Publication type: Article
Publication status: Published
Journal: Psychology & Marketing
Year: 2026
Pages: Epub ahead of print
Online publication date: 18/07/2026
Acceptance date: 15/07/2026
Date deposited: 22/07/2026
ISSN (print): 0742-6046
ISSN (electronic): 1520-6793
Publisher: Wiley
URL: https://doi.org/10.1002/mar.70233
DOI: 10.1002/mar.70233
Data Access Statement: Data sharing not applicable to this article as no datasets were generated or analyzed during the current study.
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