Marketing Theory

This article explores consumers’ experiences of place atmospheres through a study into football matches, a context in which atmosphere is pertinent. While existing marketing literature concerning atmospherics largely conceptualises atmosphere as controllable, singular, and confined to the consumption environment and experience under investigation, we instead contribute a more spatially and temporally porous theorisation. Drawing insights from both consumer research and geography surrounding affect, embodiment and atmosphere, we unpack the spatial and temporal aspects of atmosphere in relation to consumers’ past memories, disrupted routines, and anticipations of future. The article contributes, therefore, to bourgeoning literature within marketing and consumer research regarding the consumption in – and of – places.

(Re)thinking place atmospheres in marketing theory