Our lives are made up of the experiences we have had. And these experiences mark us, especially the good ones.

When we look back on our lives, it’s easy to think that things were better in the past. We aspire to “good”old days”, like he were.

There is a word to describe this feeling: Nostalgia.

And nostalgia, like many other human emotions, has been commodified. It’s true: Advertisers, marketers, and even politicians know that people yearn for the past and know how to take advantage of it.

Ana Babic Rosarioprofessor of marketing at the University of Denver, studies what’s called “nostalgia marketing.” She says nostalgia is complex; it is not limited to nostalgia for the past.

On this episode of RadioEdEmma talks to Rosario about the good, bad and ugly aspects of nostalgia marketing and finds out who is most susceptible to it.

We’re even seeing it in this year’s presidential election campaigns, with Donald Trump’s “Make America Great Again” slogan and Kamala Harris’ ’80s merchandise: