Abstract:Nostalgia has been researched in many disciplines such as physiology, psychology and sociology, but nostalgia on consumer behavior, the related research is still at the exploration stage. The origin of research on nostalgic consumption came from the research on hedonic consumption of spiritual products. The relationship between nostalgic psychology and consumption has been discussed among a number of literature. But some latent key issues as the factors of nostalgic experience, arousal of nostalgic cognition will be the most worthwhile expecting research fields on nostalgic consumption.