Abstract: Nostalgia is a social emotion that prefers self-related past experiences. It can stimulate individuals' positive emotions, help consumers improve their self-evaluation and enhance their perception of social support. It is very important for enterprises to make clear the influencing factors of nostalgia consumption and the effect of nostalgia emotion for insight into consumer psychology and nostalgia marketing. Based on the perspective of modern marketing and literature research, this study introduced the approach-avoidance motivation and proposed the antecedent and consequence model of consumer nostalgia on the basis of reviewing the connotation, psychological function, influence mechanism and function logic of nostalgia. It provides reference significance for enterprises to carry out nostalgia marketing and improve supply quality under the new development pattern with domestic major cycle as the main body and domestic and international double cycle promoting each other.

Key Words: Consumer nostalgia; Emotional needs; Avoidance motivation; Personal traits