We take it for granted that nostalgia is an ordinary, harmless emotion. You won’t get a referral for a psychologist because you’ve posted a childhood photo with the caption #ThrowbackThursday, or because you have a weak spot for Lucky Charms or Fruit Roll-Ups. But that’s a relatively new way of thinking.
The scientist who coined the term “nostalgia” in 1688 thought of this emotion as a neurological illness caused by demons. Other scientists latched onto this conception of nostalgia as a disease. It took marketers, centuries later, to realize that nostalgia has benefits.