Spheres of resonance: How consumers contribute to atmosphere’s dynamics and plurality

Abstract

Consumer experiences often build on resonant atmospheres that touch, seduce, or thrill consumers. Lack of resonance can diminish an atmosphere, alienate consumers, and render experiences meaningless. However, the way in which consumers contribute to atmospheres’ evolving resonance and plural nature has nonetheless been undertheorized. We address this question by operationalizing the concept of spheres of resonance, which we develop based on a multi-sited ethnography at the iconic holiday resort Club Med. Drawing on theory of resonance, we explain atmospheres are consumed through co-evolving spheres of resonance emerging in bodily encounters that momentarily envelop people and groups. Our findings show how these spheres co-exist but can also overlap, merge, and clash, influencing how atmospheres are felt and mobilized. Overall, we expand prior understandings of consumption atmospheres beyond a “mono-spherical” view and contribute to theory on the dynamics of atmospheres and resonance in consumer research.