Abstract
"Chapter overview : • Emotions are an always-present element of markets and consumption. • Human emotions are not merely individual or psychological, but also profoundly cultural and social. • In each market-mediated setting, there are certain emotions that are socially acceptable (and others that are not socially acceptable) for consumers and service workers to experience and reveal to others. • Large groups of consumers (and other marketplace actors) typically feel the same way about developments in the business world and consumer culture. These collectively shared emotions are labeled as marketplace sentiments. • Affect refers to an energetic intensity that arises in our interactions with other people, animals, or material objects."