reactivation

Reactivation is the process of becoming active again after a period of dormancy or inactivity. The term is used across disciplines to describe the restoration of function, activity, or utilization after suppression, quiescence, or absence. Reactivation can involve biological systems, cognitive processes, or technological and social contexts.

In biology and medicine, reactivation commonly refers to latent conditions that resume activity. Latent infections—most notably herpesviruses such as varicella-zoster or herpes simplex—can reactivate under stress, aging, or immunosuppression, leading to clinical disease. Reactivation may also describe the return of previously dormant cancer cells or regenerative pathways.

In neuroscience, memory reactivation is the re-engagement of neural patterns associated with prior experiences. This often occurs during sleep or quiet wakefulness and is thought to support memory consolidation. Reactivation also appears during the reconsolidation process when retrieved memories are temporarily labile and restabilize.

In computing and technology, reactivation means restoring a paused or suspended state to full operation. Examples include reactivating a paused software process, resuming a cloud instance after shutdown, or re-establishing a user session after inactivity. System designers use timers, authentication, and monitoring to manage reactivation safely.

In economics and marketing, reactivation refers to efforts to revive dormant demand or re-engage former customers. Tactics include targeted outreach, promotions, reminders, and updates designed to stimulate usage, restore customer value perception, and improve retention.