Defining and Differentiating Marketplace Tranquility

How do consumers understand general tranquility (GT), and compare it to the outcomes that “tranquil” market offerings promise? We define and dissect “marketplace tranquility” (MT), its sources, and consumers’ motivations for pursuing it. We find consumers regard GT as abstract and unattainable, but MT as resonant, accessible, practical, and goal-oriented.


Cele Otnes, Hyewon Oh, and Ravi Mehta (2016) ,"Defining and Differentiating Marketplace Tranquility", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 572-575.


Cele Otnes, University of Illinois at Urbana-Champaign, USA
Hyewon Oh, University of Illinois at Urbana-Champaign, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA


NA - Advances in Consumer Research Volume 44 | 2016

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