Understanding Marketplace Tranquility

Increasingly, consumers seek marketplace solutions that foster tranquility; thus, marketers need to understand how best to deliver these solutions. Through depth interviews with practitioners offering “tranquil” goods/services/experiences, we offer a framework delineating the salient strategic dimensions of tranquility delivery, and the boundary conditions that shape marketers’ delivery of these dimensions.


Cele Otnes, Hyewon Oh, and Ravi Mehta (2019) ,"Understanding Marketplace Tranquility", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 796-798.


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 47 | 2019

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