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Climatiser le marché. Les contributions des marketings de l'ambiance et de l'atmosphère

Author

Listed:
  • Catherine Grandclément

    (CSI i3 - Centre de Sociologie de l'Innovation i3 - Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique)

Abstract

This article first argues that the proliferation of air conditioning in contemporary marketplaces has facilitated increased control over ambient dimensions of markets. Then, the article shows that marketing researchers are becoming aware of this means of action over markets. It offers a literature review of two current trends of marketing research concerning ambiance and atmosphere. Finally, it is proposed that the notion of ambiance in markets is not an outdated category of market ethnography. Ambiences and atmospheres must, on the contrary, be studied by market anthropologists in addition to other market mediations. In conclusion, it is suggested that atmospheric mediation is a mediation which attempts to transform by-passers into greedy consumers.

Suggested Citation

  • Catherine Grandclément, 2004. "Climatiser le marché. Les contributions des marketings de l'ambiance et de l'atmosphère," Post-Print halshs-00166103, HAL.
    • Handle: RePEc:hal:journl:halshs-00166103
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00166103
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