Landing in affective atmospheres
研究了消费者如何个体化地降落在服务商营造的情感氛围中，提出浮出和粘附两个关键维度，并通过巴西宗教场所的案例展示不同着陆方式带来的情感体验差异。
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 whilst disadvantaging others.