Landing in affective atmospheres

Chloe Preece, Victoria Rodner, Pilar Ximena Rojas Gaviria

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    Abstract

    Studies on affect and affective atmospheres have been a topic of increasing interest in marketing, particularly in the management of consumption and retail spaces, where service providers attempt to orchestrate a prescribed, collective affective response in consumers. This paper draws on the work of Sara Ahmed and Margaret Wetherell to bring the subject back to the fore, providing a more fine-grained theorisation of how individuals land in such atmospheres. We articulate surfacing and sticking as key dimensions of landing, highlighting the heterogeneity of our landing, whereby affect is individually felt through bodily reactions due to how our personal affective history intersects with the socio-political context. Using a poetic affective attunement method, we capture intensely affective atmospheres, namely spirit-permeated religious settings in Brazil; demonstrating how landing results in different orientations or disorientations, through which often elided emotional experiences come into view, privileging some subjects and objects while disadvantaging others.
    Original languageEnglish
    JournalMarketing Theory
    Early online date3 May 2022
    DOIs
    Publication statusE-pub ahead of print - 3 May 2022

    Keywords

    • affect
    • atmospheres
    • landing
    • embodiment
    • emotions
    • poetic methods
    • more-than-representational theory

    ASJC Scopus subject areas

    • Arts and Humanities(all)
    • Business, Management and Accounting(all)

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