Chapter 1 Consuming atmospheres : A journey through the past, present, and future of atmospheres in marketing

Abstract

This chapter begins by introducing readers to the inspiration behind the Consuming Atmospheres book. Readers are then taken on a journey through the past, present, and future of the topic of consuming atmospheres in the marketing field, through the three themes organising this edited collection: Part I: Designing Atmospheres, Part II: Experiencing Atmospheres, and Part III: Researching Atmospheres. Within each of these thematic areas, the chapters forming this collection are also introduced, demonstrating how they build upon – and converse with – existing research in this area. The chapter concludes by suggesting several avenues for future work on consuming atmospheres, to inspire future atmospheric investigations in marketing – and beyond.