Zaidan, Christina (2023) Peak-nic Electronik: Following the Formation & Culmination of Social Atmospheres Through Temporally and Spatially Spread Group Consumption Settings. Masters thesis, Concordia University.
![[thumbnail of Zaidan_MSc_S2023.pdf]](https://spectrum.library.concordia.ca/style/images/fileicons/text.png) |
Text (application/pdf)
6MBZaidan_MSc_S2023.pdf - Accepted Version Restricted to Repository staff only until 17 April 2025. Available under License Spectrum Terms of Access. |
Abstract
Atmospheres crafted by a range of personal, social, and material stimuli imbue consumption spaces with “qualities of feeling” that inform consumers’ behaviors and emotions (Böhme, 2008; Hill et al., 2021). During collective live events, the experience of atmosphere is shared among the consumers present in the space. Through the lens of sociological interaction ritual theory, a four-stage process underlining the emergence and intensification of social atmospheres was conceptualized demonstrating how the entrainment of consumers’ emotions and behaviors by a shared focus results in lively expressions of collective effervescence (Hill et al., 2021). The interaction ritual chain informing the creation of the social atmosphere was only evaluated within the context of spatially and temporally bound collective live events, leaving out its exploration in live events whereby consumers flow through the space along their own timelines. My qualitative study uses the context of music festivals to examine this gap with research rooted in an ethnography of Piknic Electronik, a seasonal Montreal festival. My findings reveal how spatially and temporally spread contexts distract shared focus among the consumers present, weakening the intensification of the social atmosphere and breaking down the collective manifestation of effervescence into smaller, lower-intensity peaks experienced to different extents among attendees. For practitioners, this research provides insight into managing points of tension that interrupt consumers’ entrainment and facilitating the flow of social atmosphere build up through the design of atmospheric cues in seasonal music festival contexts.
Keywords: interaction ritual chains, social atmosphere, music festivals, group consumption
| Divisions: | Concordia University > John Molson School of Business > Marketing |
|---|---|
| Item Type: | Thesis (Masters) |
| Authors: | Zaidan, Christina |
| Institution: | Concordia University |
| Degree Name: | M.A. Sc. |
| Program: | Marketing |
| Date: | 1 March 2023 |
| Thesis Supervisor(s): | Arsel, Zeynep |
| Keywords: | interaction ritual chains, social atmosphere, music festivals, group consumption |
| ID Code: | 992085 |
| Deposited By: | Christina Zaidan |
| Deposited On: | 21 Jun 2023 14:54 |
| Last Modified: | 21 Jun 2023 14:54 |
References:
Akaka, M. A., & Vargo, S. L. (2015). Extending the context of service: From encounters to ecosystems. Journal of Services Marketing, 29(6/7), 453–462. https://doi.org/10.1108/JSM-03-2015-0126Anderson, B. (2009). Affective atmospheres. Emotion, Space and Society, 2(2), 77–81. https://doi.org/10.1016/j.emospa.2009.08.005
Arnould, E. J., & Price, L. L. (1993). River Magic: Extraordinary Experience and the Extended Service Encounter. Journal of Consumer Research, 20(1), 24. https://doi.org/10.1086/209331
Arsel, Z. (2017). Asking Questions with Reflexive Focus: A Tutorial on Designing and Conducting Interviews. Journal of Consumer Research, 44(4), 939–948. https://doi.org/10.1093/jcr/ucx096
Ballantyne, J., Ballantyne, R., & Packer, J. (2014). Designing and managing music festival experiences to enhance attendees’ psychological and social benefits. Musicae Scientiae, 18(1), 65–83. https://doi.org/10.1177/1029864913511845
Belk, R. W., & Costa, J. A. (1998). The Mountain Man Myth: A Contemporary Consuming Fantasy. Journal of Consumer Research, 25(3), 218–240. https://doi.org/10.1086/209536
Berg, B. L., & Lune, H. (2017). Qualitative research methods for the social sciences (Ninth edition). Pearson.
Biehl-Missal, B., & Saren, M. (2012). Atmospheres of Seduction: A Critique of Aesthetic Marketing Practices. Journal of Macromarketing, 32(2), 168–180. https://doi.org/10.1177/0276146711433650
Bissell, D. (2010). Passenger Mobilities: Affective Atmospheres and the Sociality of Public Transport. Environment and Planning D: Society and Space, 28(2), 270–289. https://doi.org/10.1068/d3909
Böhme, G. (2006). Atmosphere as the subject matter of architecture. Herzog & DeMeuron: Natural History, 398-407.
Böhme, G., Elíasson, Ó., & Pallasmaa, J. (2014). Architectural atmospheres: On the experience and politics of architecture. Walter de Gruyter.
Böhme, G., & Le Calvé, M. (2018). L’atmosphère, fondement d’une nouvelle esthétique ? Communications, 102(1), 25. https://doi.org/10.3917/commu.102.0025
Bradford, T. W., & Sherry, J. F. (2015). Domesticating Public Space through Ritual: Tailgating as Vestaval. Journal of Consumer Research, 42(1), 130–151. https://doi.org/10.1093/jcr/ucv001
Brown, A. E., & Sharpley, R. (2019). Understanding festival-goers and their experience at UK music festivals. Event Management, 23(4-5), 699-720.
Chatzidakis, A., McEachern, M. G., & Warnaby, G. (2018). Consumption In and Of Space and Place: Introduction to the Special Issue. Marketing Theory, 18(2), 149–153. https://doi.org/10.1177/1470593117732452
Cheetham, F., McEachern, M. G., & Warnaby, G. (2018). A kaleidoscopic view of the territorialized consumption of place. Marketing Theory, 18(4), 473–492. https://doi.org/10.1177/1470593117724608
82
Coffin, J., & Chatzidakis, A. (2021). The Möbius strip of market spatiality: Mobilizing transdisciplinary dialogues between CCT and the marketing mainstream. AMS Review, 11(1–2), 40–59. https://doi.org/10.1007/s13162-020-00191-8
Collins, R. (2016). Micro-sociology of sport: Interaction rituals of solidarity, emotional energy, and emotional domination *. European Journal for Sport and Society, 13(3), 197–207. https://doi.org/10.1080/16138171.2016.1226029
Cornwell, T. B., Jahn, S., Xie, H., & Suh, W. S. (2018). Feeling That In-Group Feeling at a Sponsored Sporting Event: Links to Memory and Future Attendance. Journal of Sport Management, 32(5), 426–437. https://doi.org/10.1123/jsm.2017-0248
Cronin, J., & Cocker, H. L. (2019). Managing collective effervescence: ‘Zomsumption’ and postemotional fandom. Marketing Theory, 19(3), 281–299. https://doi.org/10.1177/1470593118787589
Edensor, T. (2012). Illuminated Atmospheres: Anticipating and Reproducing the Flow of Affective Experience in Blackpool. Environment and Planning D: Society and Space, 30(6), 1103–1122. https://doi.org/10.1068/d12211
Goulding, C., & Saren, M. (2010). Immersion, emergence and reflexivity: Grounded theory and aesthetic consumption. International Journal of Culture, Tourism and Hospitality Research, 4(1), 70–82. https://doi.org/10.1108/17506181011024779
Goulding, C., Shankar, A., Elliott, R., & Canniford, R. (2009). The Marketplace Management of Illicit Pleasure. Journal of Consumer Research, 35(5), 759–771. https://doi.org/10.1086/592946
Hill, T., Canniford, R., & Eckhardt, G. M. (2022). The Roar of the Crowd: How Interaction Ritual Chains Create Social Atmospheres. Journal of Marketing, 86(3), 121–139. https://doi.org/10.1177/00222429211023355
Hill, T., Canniford, R., & Mol, J. (2014). Non-representational marketing theory. Marketing Theory, 14(4), 377–394. https://doi.org/10.1177/1470593114533232
Hirschman, E. C., Ruvio, A., & Belk, R. W. (2012). Exploring space and place in marketing research: Excavating the garage. Marketing Theory, 12(4), 369–389. https://doi.org/10.1177/1470593112457736
Hoffman, K. D., & Turley, L. W. (2002). Atmospherics, Service Encounters and Consumer Decision Making: An Integrattve Perspective. Journal of Marketing Theory and Practice, 10(3), 33–47. https://doi.org/10.1080/10696679.2002.11501918
Jarman, D. (2018). Festival community networks and transformative place-making. Journal of Place Management and Development, 11(3), 335–349. https://doi.org/10.1108/JPMD-06- 2017-0062
Kozinets, R. V., Sherry, Jr., J. F., Storm, D., Duhachek, A., Nuttavuthisit, K., & DeBerry‐ Spence, B. (2004). Ludic Agency and Retail Spectacle. Journal of Consumer Research, 31(3), 658–672. https://doi.org/10.1086/425101
Leenders, M. A. A. M. (2010). The relative importance of the brand of music festivals: A customer equity perspective. Journal of Strategic Marketing, 18(4), 291–301. https://doi.org/10.1080/09652541003768061
Neuhofer, B., Celuch, K., & To, T. L. (2020). Experience design and the dimensions of transformative festival experiences. International Journal of Contemporary Hospitality Management, 32(9), 2881–2901. https://doi.org/10.1108/IJCHM-01-2020-0008
Otnes, C. C., Ilhan, B. E., & Kulkarni, A. (2012). The Language of Marketplace Rituals: Implications for Customer Experience Management. Journal of Retailing, 88(3), 367–383. https://doi.org/10.1016/j.jretai.2012.02.002
Parmentier, M.-A., & Fischer, E. (2015). Things Fall Apart: The Dynamics of Brand Audience Dissipation. Journal of Consumer Research, 41(5), 1228–1251. https://doi.org/10.1086/678907
Scheffels, J., Tokle, R., Linnansaari, A., Rasmussen, S. K. B., & Pisinger, C. (2023). E-cigarette use in global digital youth culture. A qualitative study of the social practices and meaning of vaping among 15–20-year-olds in Denmark, Finland, and Norway. International Journal of Drug Policy, 111, 103928. https://doi.org/10.1016/j.drugpo.2022.103928
Schouten, J. W., McAlexander, J. H., & Koenig, H. F. (2007). Transcendent customer experience and brand community. Journal of the Academy of Marketing Science, 35(3), 357–368. https://doi.org/10.1007/s11747-007-0034-4
Skandalis, A., Banister, E., & Byrom, J. (2018). The spatial aspects of musical taste: Conceptualizing consumers’ place-dependent identity investments. Marketing Theory, 18(2), 249–265. https://doi.org/10.1177/1470593117732464
Skandalis, A., Byrom, J., & Banister, E. (2019). Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture. Journal of Business Research, 97, 43–50. https://doi.org/10.1016/j.jbusres.2018.12.056
Spiggle, S. (1994). Analysis and Interpretation of Qualitative Data in Consumer Research. Journal of Consumer Research, 21(3), 491. https://doi.org/10.1086/209413
Steadman, C., Roberts, G., Medway, D., Millington, S., & Platt, L. (2021). (Re)thinking place atmospheres in marketing theory. Marketing Theory, 21(1), 135–154. https://doi.org/10.1177/1470593120920344
Sutton, R., & Buis, E. J. (2023). Humanitarianism and affect-based education: Emotional experiences at the Jean-Pictet Competition. International Review of the Red Cross, 1–33. https://doi.org/10.1017/S1816383122000984
Woermann, N., & Rokka, J. (2015). Timeflow: How Consumption Practices Shape Consumers’ Temporal Experiences. Journal of Consumer Research, 41(6), 1486–1508. https://doi.org/10.1086/680668
Wong, I. A., Lin, X. (Linda), Lin, Z. (CJ), & Lin, Y. (Emily). (2023). Gaining resilience through transformative services in cause-related events: An interaction ritual chain perspective. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/IJCHM-05-2022-0657
Yolal, M., Gursoy, D., Uysal, M., Kim, H. L., & Karacaoğlu, S. (2016). Impacts of festivals and events on residents’ well-being. Annals of tourism research, 61, 1-18.
All items in Spectrum are protected by copyright, with all rights reserved. The use of items is governed by Spectrum's terms of access.
Repository Staff Only: item control page
Download Statistics
Download Statistics