This paper contributes to theorisations of atmospheres within consumer culture by exploring multiple pools of atmosphere at Christmas markets. Whilst existing literature tends to conceptualise a singular dominant atmosphere enveloping a consumption space, our paper instead reveals multiple atmospheric pools consumers sense when moving through the micro-spaces of consumer settings. Based on observational fieldwork, interviews and focus groups conducted with visitors to Manchester’s Christmas markets, UK, we guide readers on a tour of three market sites with contrasting atmospheric affordances. Drawing on Mason’s affinities theory, we foreground the spatial drivers of atmospheric multiplicity, focusing on multisensory consumer experience. Our paper concludes with recommendations for those responsible for designing market spaces to ensure consumers are able to move through heterogenous micro-spaces with enjoyment and ease.
Abushena et al. (Mon,) studied this question.