Ordinary Spaces and Sense of Place

This study challenges the contemporary path of designing and thematizing commercial settings in such a way as to generate specific experiences and meanings in consumers. By looking at the bonds that consumers have with what we call ordinary places, i.e. small, informally branded or unthemed stores or restaurants, we reveal how the deepest links with favorite commercial spaces are often the ones forged with those mundane spaces where traits of store design have not been applied. Moreover, in analyzing the dynamics of sense of place, we argue that even detachment from these places is a necessary step for identity evolution.


Stefania Borghini , John F. Sherry , and Annamma Joy (2011) ,"Ordinary Spaces and Sense of Place", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 36-37.


Stefania Borghini , Bocconi University
John F. Sherry , University of Notre Dame
Annamma Joy, University of British Columbia


E - European Advances in Consumer Research Volume 9 | 2011

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